Sherry Council Of America Case study THE SECRET DOOR TOUR by Creature

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Industry Wine & Champagne
Media Case study
Market United States
Agency Creature
Art Director Kristi Flango
Copywriter Sarah Bergey, Julian Timberlake
Designer Simson Chantha
Producer Kaylin Fitzpatrick
Released May 2010

Credits & Description

Category: Titanium and Integrated
Product/Service: SHERRY
Date of First Appearance: May 5 2010
Principal/Executive Creative Director: Jim Haven (Creature)
Principal/Executive Creative Director: Matt Peterson (Creature)
Design Director: Steve Cullen (Creature)
Art Director: Kristi Flango (Creature)
Copywriter: Sarah Bergey (Creature)
Copywriter: Julian Timberlake (Creature)
Designer: Simson Chantha (Creature)
Producer: Kaylin Fitzpatrick (Creature)
Account Director: Steve Hawley (Creature)
Account Manager: Anu Horsman (Creature)
Project Manager: Mandy Hoover (Creature)
Media placement: Print Ads (2) - Boston (Hippo Press), DC (The City Paper), Seattle (The Stranger) - 5 May 2010
Media placement: Wild Postings (3) - Seattle, DC, Boston - 5 May 2010
Media placement: Wall Projections (1) - Seattle, DC, Boston - 12 May 2010
Media placement: Events: Sherry Tastings (3) - Seattle, DC, Boston - 12 May 2010
Describe the campaign/entry
Sherry’s reputation had become a bit tarnished over the years. It was thought of as merely a wine for cooking or grandmothers. The client asked us to take these varied and versatile Spanish wines and get people talking about them in a new way. Our task was to help introduce and educate consumers about the Sherry wines and drive awareness and affinity for Sherry through elaborate event assets, traditional media, and through social media and blog efforts.
Describe how the campaign/entry was launched across each channel in the order of implementation
Our strategy was to build on Sherry’s underground but influential fan base in culinary circles creating conversations and changing the cultural context. And secondly, we wanted to increase sales. With virtually no budget, we created the Secret Sherry Society, A Not-So-Secret Society devoted to creating brand conversation pieces that artfully disseminate secrets of the Spanish wine Sherry; Wine’s best kept secret. We created events aimed at culinary and cultural influentials and incorporated them in the campaign. Events included Sherry cocktail tastings and branded events. All forms of media served a dual purpose of promoting and supporting both Sherry and the Secret Society events, open to the public. Print, projections, prominently marked unmarked vans, shoe phones and gaudy secret location marquees were deployed to propagate playful irony in all manners possible.
Give some idea of how successful this campaign/entry was with both client and consumer
Imports of Sherry from Spain to the US were up 50% since the first iteration of the campaign. The Sherry Council of Spain partially attributes this to increased consumer awareness and a broadened presence of the specialty wine outside of culinary circles. Also, online chatter about Sherry is significantly higher and website visits per month have nearly tripled.