Throughout the key summer period of 2018, YBIMC worked with Two Oceans Wines to develop and implement a tactical campaign aimed at recruitment, trial, and drive-to-retail. Sampling efforts focused on the brand’s summery Moscato, with a secondary emphasis on Sauvignon Blanc and Pinot Grigio. All activations were supported by customized collateral highlighting tasting notes and colourful, breezy imagery.
Sampling events were delivered in Toronto at Union Station, Sugar Beach, and the Louis Saldenah Mas-K Club mas camp where members of the prestigious band picked up their costumes ahead of Toronto’s Caribbean Carnival. To support these activations, geo-targeted social advertising was used to direct consumers to events and LCBO locations offering sampling opportunities.
Another key element of the summer campaign was working with seven lifestyle influencers to create and capture a South African-inspired picnic. Influencers produced custom content highlighting Two Oceans Moscato, which was shared and amplified via their social channels.
The success of the sampling initiatives led to the program being extended through the fall, providing liquid on lips at the Canadian premiere party for Crazy Rich Asians, the Artists for Peace and Justice Gala during the Toronto International Film Festival, and The Triumph Awards Gala in support of Dr. Roz’s Healing Place.