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 Bibendum Wine – Road Trip
Trade tastings rarely have you salivating in anticipation, but with the promise of bacon sandwiches, Illy coffee, Valrhona chocolate, leaping dragons and guided tours, not forgetting live music, the Bibendum Road Trip was much more than your average drinks industry event.
Organised as though visitors were embarking on a vinous adventure, the invitation, marketing, booklet and, finally, layout at The Royal Academy of Arts, with its novel signage, enticed tasters into different themed rooms. The vast range of wines on offer was made manageable by guided tours with titles such as Backpacker, Boutique and Extreme. “It made one want to be there,” one judge commented when discussing the campaign.
Vitally, the tasting delivered on its aim of creating the most talked about trade wine tasting of the year, while demonstrating Bibendum’s enthusiasm and flair as well as the extent of its portfolio. The budget was £80,000 and the Bibendum “Road Trip” attracted 1,700 customers and press in a single day – an incredible feat considering the event coincided with travel chaos following a heavy overnight snowfall in London.
The judges praised Bibendum’s attention to detail; consistency in message; clearly defined objectives; professional approach, yet personal touch; and most of all, its innovative take on a trade tasting.
This one-day event has set an impressive precedent for trade tastings of the future.
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THE RUNNERS-UP 2007
Wines from Spain – generic campaign
Modern, classy, challenging and displaying a unique combination of heritage and innovation, were just some of the comments from the judges when it came to the generic trade marketing for Spanish wines.
GBL International – Vodka Kick
Global Brands’ trade marketing for VK Vodka Kick involved a big budget blast based on the concept of the “V Kend”. Considered clever by the judges, the campaign has boosted sales of this RTD in spite of the overall category decline.
Inter Rhone – Think Red
The “Think Red, Think Côtes du Rhône Wines” campaign continues to impress and has maintained this region’s position as number one AC in the UK market. Judges praised it for its character and continuing innovation.
Pernod Ricard – Tia Maria
A Tia Maria tie-up with film The Holiday generated high levels of awareness among a trade audience through the use of sampling, advertising and point of sale. The campaign quickly filtered though to the target market of 24-34 year-old women.
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