Nederburg
Period: 2 months of work – April and May 2014
Objective: Communicating Nederburg’s Noble Late Harvest to the press – a dessert wine made from late harvest grapes; and driving media articles.
Strategies:
Challenge: Brazilians don’t have the habit of drinking dessert wines. It was not a launch, but a wine already available in the domestic market.
Day 1
A mailing list of journalists and influencers received a box with a crystal glass, but the wine niche was empty, giving the sensation of an incomplete kit. It was accompanied by a letter: “Some things in life are worth the wait”.
Day 2
On the following day, the same people received the wine to be placed in the box, completing the gift. With the second delivery, a flash drive with images, technical details, information, and a letter: “There’s no rush for quality – Nederburg Noble Late Harvest”
Parceria com o principal mentor de Economia Criativa do mundo, o britânico John Howkins, que cunhou o termo ‘Economia Criativa’ em 2001 e passou a cumprir agenda interna, com docentes e discentes, e externa, em nome da instituição no Brasil.
And many comments about the action:
"At first, I thought the wine had been stolen, but I read the card and understood. This action has made history.” Walter Tommasi – Go Where Gastronomia
“Excellent marketing action. I confess when I opened the box I didn’t understand anything. Reading the letter, it all became clear.” – Beto Gerosa - IG
“Extremely elegant and intelligent action.” Alexandre Frias – Diário de Baco.
“The ‘trick’ was pretty cool. The action’s idea highlighted the concept of a late harvest.” Zoraida Lobato – Vinho Magazine.
GoWhere Gastronomia
GLOBO.COM
FOLHA DE SÃO PAULO
BLOG FALANDO DE VINHOS
Revista Vinícola
Jornal A Gazeta
(Vitória – ES)
REVISTA BACO
JORNAL BRASIL ECONÔMICO
BLOG CHÂTEAU DE JANE
Revista GOSTO
Jornal Diário do Nordeste (Fortaleza – CE)
REVISTA ADEGA
REVISTA ADEGA
Revista GULA
Diário de Baco
Tribuna do Norte
(Rio Grande do Norte)
BLOG DO JERIEL
+55 (11) 3083 7399
[email protected]
Rua dos Pinheiros, 54 - Conj. 3 - Pinheiros
São Paulo SP - 05422 000
+55 (11) 3083 7399
[email protected]
Rua dos Pinheiros, 54 - Conj. 3 - Pinheiros
São Paulo SP - 05422 000
© MARQUETERIE