2015 was the 102nd Tour de France and to celebrate, we created 102,000 limited edition Tour de France bicycle bells.
We had them individually attached to the necks of 102,000 bottles of Cono Sur Pinot Noir, Merlot, Sauvignon Blanc and Viognier in our 3 main customer accounts: Tesco, Asda and Morrison’s.
We created a dominant yellow point of sale to standout within the very noisy wine aisle. This captured our shopper’s attention during the periods of Le Tours popularity.
Our creative was then leveraged into each retailer with bespoke communications both on and offline. This allowed us to secure key promotional displays and increased listings.
We gave away VIP tickets to the start and end of each stage, bikes, holidays and VIP goodie bags. We also created bespoke display units for different retailers, in-store sampling and a targeted radio promotion driving people into Tesco to sample the wine.