Strategy
Over the past 5 years, the Spier brand has built its positioning around the concept that their products represent the “art in wine”.
As such, the brand’s advertising has been showcasing wine itself (the actual liquid) as art.
Background
In keeping with this positioning the agency developed the
‘Spier Liquid on Canvas Challenge’, a promotional campaign to drive in-store activity. Artists were invited to create works of art,
‘Spier Liquid on Canvas Challenge’, a promotional campaign to drive in-store activity. Artists were invited to create works of art,
using actual Spier wine as their medium, and various in-store elements generated prompted consumers to enter a competition.
Creative Execution
This interactive direct mailer was sent out to the trade as well as the media, to inform them of the ‘Spier Liquid on Canvas Challenge’. It took the form of a ‘paint set’ complete with a blank canvas, brush and four ‘paint tubes’ which were actually filled with four different varietals of Spier wine. Recipients could use their set to ‘turn wine into art’. A brochure, also printed on canvas, explains the thinking behind as well as mechanics of the promotion and introduces the various artists to the trade.
Brochure on the inside. Printed on canvas and industrial staples used for binding.
Box contains 4 colors that are actually wine inside paint tubes, and a paintbrush.
