With new-to-market brands and classics that stand their ground, the wine market is saturated. 46% of shoppers find the selection of wines in supermarkets overwhelming and although Cono Sur is a brand known by shoppers for being ‘the one with the bicycle’, it wasn’t enough to make it into their baskets.
The aim for Cono Sur was to break through the noise and welcome a younger, more sustainably minded generation of drinkers into their beloved brand.
Unlike a lot of other brands, Cono Sur is an eco-friendly wine with a unique process and a brilliantly abundant story.
Focusing on three key aspects – sustainability, quality and, of course, their beloved bike, there was an opportunity to tell consumers about Cono Sur in a way that not only benefited their pockets but also the planet.
Inspired by Cono Sur’s deep connection to nature, we created our concept ‘Craft & Nature in perfect balance.’
Leading with a feel-good-do-good prize promo that would mean both wine lovers and the planet would share the win, we created a campaign to convey Cono Sur’s unique brand story of wine crafted in perfect balance with nature.
The visual identity was crafted to reflect the brand’s core values, including sustainability, quality, and its iconic bicycle symbol.
6,063
ENTRIES
5%
redemption rate
10
wildlife charities
£10K
In donations
647,730
OOH impressions
