Treasury Wine Estates’ wine brand 19 Crimes has introduced a limited-edition Valentine’s Day label design, supported by a major campaign.
Available across major supermarkets and convenience stores, the limited-edition Valentine’s wine label includes a three heart illustration, featuring all of the different types of relationships which have been etched into the barbed wire in the background, to symbolise celebrating relationships that break convention in place of the infamous convicts that normally appear on 19 Crimes Red Wine 750ml bottles (13.5% ABV).
The launch includes a roadside out-of-home activation, in-store activations, a social media campaign and a podcast advertising campaign.
Selected stores across the UK feature custom Valentine’s display units and point-of-sale plinths to enhance brand visibility, plus digital activations. TWE is also supporting sales with a consumer PR campaign.
The 19 Crimes Valentine’s Day activation follows the brand’s biggest ever campaign which ran last year in October for Halloween, driving significant momentum for 19 Crimes.
Russell Kirkham, TWE Head of Regional Marketing EMEA, said: “We’re delighted to be launching the 19 Crimes limited-edition Valentine’s Day label in-stores in the lead-up to Valentine’s Day. We want to continue to disrupt the wine category by tapping into key seasonal calendar occasions and engaging with consumers through striking activations and innovative launches, remaining true to the brand’s disruptive personality.”
