FOR IMMEDIATE RELEASE 27 February 2019
19 Crimes launches a brand new campaign with real conviction 19 Crimes, the wine that bought you the first talking wine label via the AR Living Wine Labels app, has launched a unique campaign that brings to life the rich and authentic story of the convicts turned colonists who feature on the brand’s labels. In the 18th and 19th centuries, British rogues found guilty of at least one of 19 Crimes were sentenced to live in Australia as punishment, where they were forced to forge a new country and new lives for themselves. Today 19 Crimes, a $13m brand in Australia experiencing triple digit growth*, celebrates the rules they broke and the culture they built. Over the next month, 19 Crimes will take over two of Australia’s busiest train stations – Bondi Junction and Sydney Central Station. This criminally good ‘station domination’, will be seen by over 2.3 million commuters each week. Heavily focused on out-of-home channels across the eastern seaboard, this campaign also features some very cool and disruptive hand painted murals with light projections, as well as multiple street posters with jail cell bars covering the prisoners’ mug shots. Currently the third favourite red wine brand in Australia**, 19 Crimes will also be unmissable in-store with almost 250 large in store displays mimicking a jail cell, POS and customer exclusive activations. In addition, the campaign supports a national in-store promotion, where consumers can win flight vouchers if they find the 19 th Crime under the cap. “Following the phenomenal success 19 Crimes has had in the US, it’s an exciting time to be launching a campaign for a brand that has already gained traction quickly and organically here in Australia. We are thrilled to be bringing the 19 Crimes story to life in a non-conventional and disruptive way. This campaign is a great way to educate consumers on a story rich in history, whilst also highlighting a strong portfolio of quality, affordable wines. It would be a crime not to drink it”, says 19 Crimes Brand Director, Clive Coleman. Live now, 19 Crimes’ fully integrated campaign features across social, digital, a national out-of-home program and in-store visibility that will run until the end of April. -Ends- For more information please contact Zoe Tostevin, PR Manager 19 Crimes on zoe.tostevin@tweglobal.com or 0419 417 893 About 19 Crimes 19 Crimes turned convicts into colonists. In the 18 th and 19 th centuries, British rogues found guilty of at least one of 19 Crimes were sentenced to live in Australia as punishment. As pioneers in a frontier penal colony, they forged a new country and new lives, brick by brick. Today, 19 Crimes wines celebrate the rebellious spirit of the more than 160,000 exiled men and women, the rule breakers and law defying citizens that forged a new culture and national spirit in Australia. Similar in character to the rogues on our bottles, 19 Crimes wines are bold and uncompromising. Each bottle bears the mug shot of true historical convicts, with one of the 19 Crimes inscribed under the screwcap. Armed with Augmented Reality, if you download the Living Wine Labels app and hover your mobile phone over the label, the convicts animate to life, telling their unique stories.
* Source: IRI Liquor Unweighted Market, Volume Sales, MAT to 20/1/19 ** #3 Red Wine Brand, $10-$14.99 in Australia. Source: IRI Liquor Unweighted Market, Volume Sales, MAT to 20/1/19
April 2019 www.tha.asn.au
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