Treasury Wine Estates’ 19 Crimes wine and spirits brand has rolled out its “biggest out-of-home (OOH) advertising campaign” to date across the UK and Ireland.
The initiative, developed with agencies BBJ&K and Red Brick Road, features on large-format digital displays, roadside screens, digital vans, paid social and in-store activations. Activity is focused on “high-footfall urban” hubs including London, Manchester, Birmingham, Bristol, Leeds and Dublin.
Digital vans (above) will also target cultural events over the August Bank Holiday weekend (23-25 August), such as Notting Hill Carnival, Reading and Leeds Festivals, Manchester Pride and All Points East in London.
The push includes a GBP712,000 (US$945,000) media spend, with the intention of delivering around 30m impressions, according to Treasury. The brand will also appear as the “exclusive wine partner” for health & beauty event Superdrug Presents, where its RTD extension, spiced rum expression – which launched in February last year – and sparkling wine will be offered for sampling.
In June, Treasury revealed it would launch a tempranillo varietal of 19 Crimes in the UK.
