Impact created a campaign to help Constellation Europe raise visibility and awareness of its range of Californian wines in the On Trade. The campaign drew upon iconic Californian imagery to communicate the origins of each brand, from golden surf for the newly launched Twin Fin and Vendange, through to an outrageous pink poodle for Jack Rabbit and classic Cadillacs for Echo Falls and Turner Road.
The theme was carried across a range of in-outlet point-of-sale material including a uniquely designed bottle glorifier. Created by Impact, the glorifier enabled product to be incorporated into the POS via a necklace that fits securely around the bottleneck.
Utilising a ‘text to win’ mechanic, wine drinkers could enjoy a Taste of the REAL California for themselves with holidays, wallpaper images and ringtone downloads amongst the prizes.
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