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19 Crimes: Martha's Chard & Cali Blanc

Launched new-to-world wines by immortalizing Martha Stewart and Snoop Dogg with their own action figures

For the launch of 19 Crimes' Martha's Chard and Snoop's Cali Blanc wines, we collaborated with artist Dan Chung to craft two unique action figures for besties Martha Stewart and Snoop Dogg: "Mini Martha" and "Lil Snoop."


Mini Martha


"Mini Martha" dons an ensemble inspired by the outfit Martha wore in the promotional assets for Martha’s Chard, featuring a black sequined jacket, black leather pants, and metallic platform sandals. Accessories include a mini wine bottle, glass, and Martha-centric items like a shovel and rolling pin. The VIP kit includes a 19 Crimes Martha's Chard bottle, coasters, and the exclusive "Mini Martha" figurine. We complemented the launch with short films and AR-powered talking wine bottle labels.


Lil Snoop

Meet Snoop’s pint-sized persona, Lil Snoop, an action (or should we say “relax-tion”) figure taking over Snoop’s duties for his fourth Cali blend launch, a Sauvignon Blanc. In the “A New Way to Chill,” campaign, Lil Snoop brings his chill to places the entertainment icon Snoop Dogg rarely has time to go — the pool, the spa, the bath. The campaign included video content that launched on linear TV and social media, as well as static and animated digital banners.

#1 and #2

Wine Innovation Item


1.2 Billion

PR Impressions


18.6 Million

 In Sales

16% Increase

In Brand Awareness

2 Minutes

Mini Martha’s Earned Media Appearance on Today with Hoda & Jenna


Appearances on Snoop’s International Music Tour

3 ads of the day

by Ad Age, Adweek, and The Drum.

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