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.
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.
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”.
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.
FOLHA DE SÃO PAULO
BLOG FALANDO DE VINHOS
Jornal A Gazeta
(Vitória – ES)
JORNAL BRASIL ECONÔMICO
BLOG CHÂTEAU DE JANE
Jornal Diário do Nordeste (Fortaleza – CE)
Diário de Baco
Tribuna do Norte
(Rio Grande do Norte)
BLOG DO JERIEL