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Jacob's Creek has been a staple at every pool party, backyard get-together and park hangouts in Canada. They have always in the middle of forming everlasting friendships and heartfelt connections - every drop worth sharing. However, its lighter and sweeter sub-brand, unofficially called Dots, has often been overlooked by wine drinkers. The client wanted to relaunch the brand with a fun sampling and XM campaign that would excite casual drinkers between the age of 30-45, with an incentive that would help them remember this brand for the summer to come.
Enter Summer Drops - a unique summer experience where you could win prizes every day, from a dinner kit, movie and game night to whole weekend getaway with your friends, all inclusive of course. These unique 'drops' worth sharing are the ones you can surely look forward to this summer.
Copywriter: Harshil Bhardwaj
Art Director: Natasha Hertle
Creative Director: Sarah Quinto
Experiential
We launched the campaign with our very own Summer Drops parade, starting at Trinity Bellwoods and surprising thousands of customers in its way. We hit various busy parks and markets across Toronto, gave away hundreds of prizes and captured uncountable 'surprise and delight' moments. You could win a portable camera, a speaker or a bottle of wine, with the biggest prize being an all-inclusive weekend getaway with your friends.
Digital
Our campaign was digital-focused with a full-fledged media coverage on Meta (Facebook and Instagram) and Pinterest, with a microsite to go with it where people could send in their entries just once and have a chance to win these drops anytime during the 5 week run of the campaign. Even though the brief came in the middle of summer, the outcome was far bigger than what we expected.
Other Media
Influencer Collaboration
Onsite Assets
