SECRET SHERRY SOCIETY by Creature for COUNCIL FOR THE WINES OF SPAIN

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SECRET SHERRY SOCIETY

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Industry Business equipment & services, Corporate Image
Media Promo & PR
Market United States
Agency Creature
Executive Creative Director Jim Haven, Matt Peterson
Art Director Kristi Flango, Steve Cullen
Designer Chris Campbell, Sam Chantha
Producer Kaylin Fitzpatrick, Kathy Hughes
Released July 2009

Credits & Description

Category: Best Integrated Campaign Led by Promotion and Activation
Advertiser: COUNCIL FOR THE WINES OF SPAIN
Product/Service: SHERRY
Agency: CREATURE
Date of First Appearance: Jul 1 2009 12:00AM
Entrant Company: CREATURE, Seattle, USA
Entry URL: http://www.secretsherrysociety.com
Executive Creative Director: Matt Peterson (Creature)
Executive Creative Director: Jim Haven (Creature)
Creative Director: Steve Cullen (Creature)
Art Director: Steve Cullen (Creature)
Art Director: Kristi Flango (Creature)
Writer: Sarah Bergey (Creature)
Designer: Sam Chantha (Creature)
Designer: Chris Campbell (Creature)
Senior Account Director: Steve Hawley (Creature)
Producer: Kathy Hughes (Creature)
Producer: Kaylin Fitzpatrick (Creature)
Project Manager: Sarah Faulkner (Creature)
Media placement: Print Ad's - Food And Wine Festivals - 1 June 2009
Media placement: Secret Notes In Bottles - Food And Wine Festivals - 1 June 2009
Media placement: Website - Www.secretsherrysociety.com - 1 May 2009

Describe the objective of the promotion.
Sherry’s reputation has become a bit tarnished over the years. 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 strategy was to build on Sherry’s underground but influential fan base in culinary circles creating conversations and changing the cultural context and secondly, begin to increase sales with virtually no budget.

Describe how the promotion developed from concept to implementation
We created the Secret Sherry Society, not-so-secret society devoted to creating brand conversation pieces that artfully disseminate the secrets of the Spanish wine, Sherry. After creating the mock society, we created events aimed at culinary influentials and in some cases, including them in our campaign. These society events were sherry tasting, cocktail tasting and branded events that involved a live digital art experience where people could anonymously disclose their secrets and then turn them into art pieces. The events were supported by press ads, a website and special invites. At retail locations, the Secret Sherry Section was also prominently displayed.

Describe the success of the promotion with both client and consumer including some quantifiable results
The Secret Sherry society reached both the press and culinary bloggers alike. The events were well received and sherry cocktails are on an upward trend, finding themselves in influential bars on both coasts. Lastly, imports of sherry were up nearly 50% in the United States over the previous year.

Explain why the method of promotion was most relevant to the product or service
As sherry truly is wine’s best kept secret and the world’s most diverse and adaptable wine, we needed to find an idea that refreshed it’s image away from grandmothers and cooking and introduce it to the world of cocktails. Also, the best way to demonstrate this is through sampling and the best way to reach the influential target is through highly targeted, and highly branded events. Events recruited new members and allowed them to taste contemporary concoctions. Sherry was put into a completely new light with highly stylised imagery and given a more prominent, confident voice in cocktail conversations.