Sonder Wine Co is a US brand already well known for its innovative wine-in-a-can products. The brand were now looking to introduce two new sparkling wine products to the Australian market: Sparkling Pinot Gris and Sparkling Rose.
These new sparkling wine products presented a gap in the market for Sonder, with nothing really like it on the shelves here in Australia. The brand wanted to take advantage of this point of difference and create awareness for the product, driving purchase through their chosen retailer, BoozeBud. They also wanted to gain insight into the consumer reaction to their product to help inform marketing strategies.
Sonder set out to create a sampling campaign that would get full-sized versions of their sparking cans of wine into the hands of their target market: young social holidaymakers and creative co-workers. They used Brandcrush to book activation spaces in a number of accommodation spots during the popular Christmas and New Years Eve period to engage with revellers. They also provided samples of their product to co-working spaces as a freebie to give out on Friday night drinks, engaging the brand with a fun social event.
In total, 18 co-working spaces and five popular accommodation sites in NSW and QLD participated in the sampling campaign. Along with the product, guests were given brand and product info via a flyer. Those sampling the wine were encouraged to share their feedback online via a QR code, with a competition element included, incentivising response.