The Brief

Viña Cono Sur, one of Chile’s leading wine producers, wanted a global campaign to engage the consumer with the brand story, give instant desirability and gratification at purchase.

Cono Sur Bicicleta Pinot Noir

Our Approach

A bicycle is depicted on the Cono Sur Bicicleta label and represents the actual bicycles the workers use in Chile to tend the grapes within the vineyard.

We profiled 20-30 Bicicleta shoppers and found them very environmentally conscious. We also noted an affiliation to be associated with environmentally conscious behaviour. One of the highest behaviours to index was cycling.

Le Tour de France had 100% positive recall against the target audience. In 2015, we negotiated the rights for Cono Sur to became the ‘Official Wine of Le Tour de France’.

Sector

Food & Beverage

Services

Strategy, Creative, Sponsorship Activation, Rights holder management

Date

July 2015

Launching the sponsorship at the Olympic Velodrome

We created a launch event in the Olympic Velodrome where invited guests could challenge the two-time winner of Le Tour, Bernard Thévenet, to a fastest lap competition.

Each guest walked away with their own ‘Powered by Pinot’ custom cycle shirts, a bottle of the hero Pinot Noir and a money can’t buy experience.

Engaging shoppers at POS

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.

Cono Sur: Official Wine of Le Tour de France 2015

“The Cono Sur sponsorship of the TDF worked exceptionally well in Tesco, building on the already strong brand image of Cono Sur, and delivering the highest sales we have ever seen on the products.”

Tesco Wine Buyer

National radio campaign

Supporting the campaign was a radio ad and editorial on Magic FM throughout the period driving shoppers in-store to pick up their limited edition bottle/bell.

The Results

Sales uplift

32%

Household penetration

2.4% increase

Market share

5.3% increase

New listings

10

“It was an excellent piece of activity, that was well joined up through all channels, it's driven sales and brand awareness for us, and certainly contributed to what was a very successful event. I think the key thing you did well was connecting the activity through above and below the line, online and in store and on pack.”

Morrisons PLC Wine Buyer

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