Championing its core values of diversity and inclusivity, Barefoot Wine & Bubbly has been taking its #BareYourSole campaign directly to the people with the Barefoot Tat-Toe Parlour appearing at events throughout August.
Celebrating the fact that people feel happier when they are comfortable in their own skin and are free to express themselves, the Barefoot Tat-Toe Parlour encourages people to shout loudly and proudly about their hidden passions – and the quirkier the better.
The activation ran from 12th to 14th August 2016 at the Retro Festival in Newbury, Berkshire, and will be making another appearance from 26th to 28th August at Manchester Pride.
“For over 30 years, Barefoot Wine has done things differently with the aim to make the world a better place,” said Olga Senkina, Marketing Director (EMEA) at Barefoot Wine & Bubbly. “This year, we’re taking the movement to more people, with a bigger message. We want to highlight that along with the freedom to wear what we wish, we should embrace our quirks and unmask our passions by proclaiming the music we like, the company we enjoy and the hobbies and experiences we love. #BareYourSole is showing how the UK should live life Barefoot.”
“To help visitors embrace their individuality, the Barefoot Tat-Toe Parlour offers beautifully designed temporary tattoos, featuring interpretations of each person’s secret passion – whether it’s tarot card reading, calligraphy, metal detecting or simply ABBA – along with the Barefoot logo which represents the brand fun and quirky ethos,” explained Kateland Turner, Account Manager at marketing agency Sense, which is running the campaign. “The newly inked are then invited to share a snap of their ‘tat-toes’ using #BareYourSole.”
The full range of Barefoot Wine is available for visitors to sample as they reveal their hidden passions with the new Malbec and Chardonnay being priority pours. The activation also involves a range of fun and quirky giveaways.
Barefoot Wine & Bubbly started up in California in the 1960s. Its founders believed that wine should be more fun and less serious; and created a wine that could be enjoyed by everyone from first-time wine drinkers to hard-core aficionados.
In addition to several years of cleaning British beaches with Surfers Against Sewage, Barefoot Wine & Bubbly has also supported the LGBT community for over 25 years.