TWE unveils ‘treasure hunt’ campaign for 19 Crimes

Treasury Wine Estates (TWE) has unveiled the first major activation in the UK and Ireland for its leading millennial wine brand 19 Crimes.

Live now, the 19th Cork campaign will call upon the nation to find ‘The 19th Cork’ concealed within one of hundreds of winning bottles. Those who find a winning cork will get £30,000 worth of cash prizes.

The campaign aims to enhance brand awareness and engage further with the brand’s key audiences. There are 210 winning corks and once found, consumers can instantly win cash prizes.

TWE said the 19 Crimes brand continues to go from strength to strength, disrupting the wine category and recruiting new consumers from a typically younger demographic. It has recently celebrated selling 12,000,000 bottles and has also reported +134.6 per cent (MAT) in volume growth.

“As the 19 Crimes brand continues to make waves, we are striving to provide its audiences with memorable and engaging experiences that push the boundaries of the wine category and encourage our consumers to discover more,” Ben Blake, head of marketing for EMEA at TWE, says.

“The 19th Cork campaign is a unique, shareworthy concept that we are confident will drive huge visibility and talkability of the 19 Crimes brand.”

The promotion will run across major multiples, wholesale and convenience stores until 31 October across the brand’s Red Wine and Uprising varietals, and is being supported by the single largest through-the-line campaign the brand has seen in the UK.

With support across above-the-line, in-store, PR, digital and events, the campaign is expected to reach millions of consumers. More specifically, the brand will undertake digital OOH activity, in store activity across all major grocery and impulse retailers, and an extensive social media campaign allowing consumers to interact with the promotion and solve clues to find the location of some of the winning bottles.

As part of the campaign, the brand will also open The Cl(INK), a pop-up tattoo parlour in Shoreditch London where 19 Crimes enthusiasts can get a free tattoo from leading tattoo artists, with designs inspired by the 18th century. Should consumers opt for the secret 19th design, they’ll get a bespoke 19 Crimes tattoo, along with a clue to the location of a winning 19th Cork bottle.