Treasury Wine Estates (TWE) has extended its use of Augmented Reality (AR) technology to cover its Lindeman’s Gentleman’s Collection brand.

Following the success of the 19 Crimes Augmented Reality app, Gentleman’s Collection, which launched in 2015 and is widely stocked across UK grocery and convenience, has now been equipped with the same innovative AR technology.

Scanning the front label of the Gentleman’s Collection bottle with a smartphone or tablet will load a ‘Gentleman’s Guide to Augmented Reality’, as told by Dr Henry Lindeman himself, the founder of the Lindeman’s winery.

And with a nod to this new innovation and the success of the 19 Crimes AR experience, TWE has now launched a new app which will bring all of its AR technology “under one roof”. The ‘Living Wine Labels’ app, which is now available in the app store, will host all brand experiences for Gentleman’s Collection and 19 Crimes.

The 19 Crimes app has enjoyed significant success since it launched in October 2017, with over 20,000 people downloading the app in the UK alone and it being used by over 150,000 people.

The launch of the technology for the Gentleman’s Collection range will be supported by on-pack communication – all bottles will have an on-pack sticker, while the back label copy will inform consumers at the point of purchase about the AR and app. And, of course, Gentleman’s Collection will now visible on the new Living Wine Labels app

UK shopper marketing support will focus on promoting the AR technology in Father’s Day activation. For example, Nisa will be supporting it with an online campaign and in-store gift bags, while across Asda there will a sampling campaign as well as in-store gift bags.

From a consumer perspective, the brand will use lifestyle influencers in the UK to leverage its reach and introduce Gentleman’s Collection and its AR technology to a new audience; this will be further supported by a series of paid social media posts.

Kirstie McCosh, Marketing Director, Europe, says: “Following the huge success of the same activity with our 19 Crimes brand we are very excited to unveil the addition of Augmented Reality to Gentleman’s Collection. It brings another dimension to the shopper experience with Gentleman’s Collection – becoming a further talking point to share and enjoy with friends. From an in-store perspective, Augmented Reality elevates Gentleman’s Collection’s presence, appealing to and engaging consumers with an interactive opportunity.”

The ‘Living Wine Labels’ app is globally available and will host the relevant brands in specific markets. In Europe, the focus will be 19 Crimes and Gentleman’s Collection.

Treasury Wine Estates (TWE) is one of the world’s largest wine companies, with a portfolio which includes Penfolds, Lindemann’s, Wolf Blass, Beringer, Gabbiano and Greg Norman Estates. TWE is focused on portfolio premiumisation and brand-led marketing and its wine is sold in more than 70 countries around the world.

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Peperami tapped into the season of love with a 2018 integrated Valentine’s marketing campaign, positioning its new Beef Animal, mascot for its Peperami Beef variant, as the ultimate dating guru to help love-struck people across the UK reach their romantic potential.

The first element of the campaign saw the launch of an experiential activation at Westfield Stratford City from February 9^th to 11^th. Consumers were able to meet the Beef Animal in person and get romantic advice from him in his very own pop-up Love Grotto. Consumers also had the chance to win a range of Valentine’s Day inspired gifts, including bespoke Beefy Bouquets – limited edition floral bouquets crafted around the hero Beef Peperami.

To increase awareness of the Love Grotto, advertorial placements in The Metro newspaper positioned the Peperami Beef Animal as the nation’s agony uncle, dishing out his dating tips to readers and encouraging them to meet him in person at Westfield.

All activations were amplified online and supported by boosted content, ensuring the target audience of 16 to 34 year old males was reached across multiple touchpoints.

Beef Animal ‘created’ his very own romantic Spotify playlist to put the nation in the mood for love on Valentine’s Day, and also featured in his very own music video. Designed with social share-ability in mind, the short video rolled out across all social and digital platforms.

To broaden the audience reach, Beef Animal was active on a popular dating app, allowing singletons to swipe right and ask him for some words of wisdom.

Pavan Chandra, Marketing Manager at Peperami, says: “The Peperami Beef variant has been a great success since it launched last year, and what better time to celebrate the nation’s love of Peperami than Valentine’s Day! This will be the first-time consumers will be meeting and engaging with the Beef Animal character, so we’re eager to see their reaction to the newest member of the Peperami family. Launching Beef, one of the most protein rich meat snacks in the chilled category, has resulted in the successful recruitment of more new shoppers – younger males – and we’re hopeful that this integrated marketing campaign will encourage even more millennials to enter the meat snacking category.”

The 360° campaign has full press office support, including a strategic influencer program, and will be amplified across the brand’s social channels.

The Peperami brand is owned by Jack Links, which (as LSI — Links Snacks Inc) was named as Brand Owner of the Year in the IPM Awards 2017, after collecting two Gold and two Silver trophies for its campaigns partnering its original Peperami mascot, the Animal, with the Angry Birds movie.

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Irish whiskey Tullamore D.E.W. is giving away DNA testing kits as part of its global Beauty of Blend marketing campaign.

The idea behind ‘Beauty of Blend’ is the fact that no-one is 100% from one place, and to give drinkers the chance to find out what blend they are, Tullamore D.E.W. has partnered with MyHeritage DNA, one of the biggest companies offering family history and DNA testing, to give DNA kits to those interested in discovering their own unique blend of ethnicities and countries.

The William Grant-owned brand, the world’s second biggest selling Irish whiskey, says the “limited edition branded kits” will be given away through a “gifting program” and the Tullamore D.E.W. social channels over the coming months.

The DNA partnership is part of a massive global marketing platform which premiered in New York last month. D.E.W.’s “Beauty of Blend” was launched at New York’s Lower East Side Tenement Museum. It will include television and digital advertising, an ongoing social media campaign, micro-site, events and influencer marketing.

William Grant says the driving creative concept behind ‘Beauty of Blend’ is  the “unique triple blend of pot still, malt and grain whiskeys that make up Tullamore D.E.W. Original. Triple distilled and triple blended for sweetness and strength, Tullamore D.E.W. was the first and remains one of the few Irish whiskeys to pioneer this blend of three, which results in a smoother Irish whiskey with an added complexity.”

The “Beauty of Blend” campaign launches with a new film entitled “Danny Boy,” created by New York agency Opperman Weiss and directed by Laurence Dunmore, who collaborated on the whiskey’s previous TV and online ad, “The Parting Glass.” “Danny Boy” is intended to celebrate cultural diversity in a way that is “aspirational, authentically Irish and distinctly sociable.”

Tullamore D.E.W. Global Brand Director Caspar MacRae says: “Tullamore D.E.W. is built on blend. It runs through every bottle of our original triple blend Irish whiskey. There are numerous examples in the worlds of food, music and beyond where something beautiful has been created because of the blending of different cultures or ideas, and we think that is worth celebrating. ‘Beauty of Blend’ celebrates our belief in the spirit of blend – from the original triple blend in our Irish whiskey to the blending of cultures, rooted in our historic association with Irish emigrants around the world.”

John Quinn, Global Ambassador for Tullamore D.E.W., adds: “As the world’s second largest Irish whiskey brand, Tullamore D.E.W. is proud of its heritage and blend of flavors, and wants to encourage our fans to explore their own unique blend and heritage. Put simply, the campaign celebrates the unique spirit of the blend – in our whiskey and in our world.”

The 45-second television ad will air in the US for 12 weeks over the next few months in key markets. Late night television will be the focus including The Tonight Show with Jimmy Fallon, Jimmy Kimmel Live, The Late Show with Stephen Colbert, The Late Late Show with James Corden, Late Night with Seth Myers and Saturday Night Live.

Additionally, through the digital #IAMBLEND campaign, Tullamore D.E.W. will encourage people from around the world to share their personal blend stories through social media and via www.iamblend.com.

Tullamore D.E.W. is the second largest Irish whiskey in the world in the fastest growing category. Created in 1829, the brand’s strong heritage started in Tullamore, a town in the heart of Ireland, and was fostered by the vision of an early founder Daniel E. Williams, whose initials live on the bottle to this day. In 2014, Tullamore D.E.W. was brought back to its roots with the opening of a new distillery in the town of Tullamore, which returned whiskey production to the town 60 years after the original distillery closed its doors.

William Grant & Sons is an independent family-owned distiller headquartered in the UK and founded by William Grant in 1887. Its portfolio of spirits includes Glenfiddich, The Balvenie, Grant’s, Hendrick’s Gin, Sailor Jerry Spiced Rum, Tullamore D.E.W. Irish Whiskey, Monkey Shoulder Blended Malt Scotch Whisky and Drambuie Scotch Liqueur.

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Treasury Wine Estates (TWE) has unveiled the latest product in its Male Millennial wine range, “The Banished”, and added an Augmented Reality app for its 19 Crimes range as it looks to drive popularity with males aged 18 to 34.

“The Banished” is a dark red blend, produced using extra tannin extract, which TWE says leaves a taste with enhanced darker fruits and dark chocolate notes on the finish. It is the latest addition to TWE’s 19 Crimes portfolio – the 19 crimes referring to the various offences which could lead to people being transported for life to Australia during Victorian times.

Each of the wines in the range features a different real Victorian who suffered transportation for life on its label. “The Banished” features James Wilson, a convict who was found guilty of treason in the 19th Century for involvement with the Irish Fenian movement and sent to Australia, although he later escaped to America.

With the launch of “The Banished”, TWE is now making a big push in the run up to Hallowe’en. 19 Crimes will be supported in retail over the coming weeks with a neck collar promotion which features a new 19 Crimes app, which uses Augmented Reality (AR) technology. The app brings to life two of 19 Crimes’ criminals-turned-colonists. Hovering a mobile hand-held device (e.g. mobile phone or tablet) over the bottles will bring the character on the label to life, sharing their stories of rule-breaking that sent them across the ocean to Australia.

TWE says Male Millennial wines are one of the growing success stories in the wine sector. Kantar recently outlined a significant gap in wine consumption amongst men aged between 18-34, with their insights showing that only 34.4% of Male Millennials drank wine purchased in the off-trade each month, the lowest of any demographic group.

In the 12 months leading up to July 15^th this year, the Male Millennial segment has shown 95% value growth, and TWE claims that 19 Crimes is performing extremely well.

Since its launch in the UK in 2015, the brand has grown significantly with latest figures showing the brand enjoying a 86% year on year value growth in total off-trade in the 12 months up to July 15^th, while in grocery it has a rate of sale over four time higher that of its nearest competitor. At the same time, it has added significant value to the overall wine category, with an average price of over £7 a bottle.

Tom King, Managing Director, TWE Europe, says: “This is a very exciting time for the 19 Crimes brand. The latest market insights show that there is strong demand for our wines amongst this very important market segment. So it is a perfect time to launch “The Banished” in the UK, a wine that perfectly targets our core consumers.”

King adds: “We are also hugely excited by the launch of our Augmented Reality app across the whole 19 Crimes range. Our insight clearly shows that millennials like brands with real and authentic stories and our AR innovation brings the 19 Crimes story to life. There is nothing else like it out there in the market and you really have to try it to see how good it is. It speaks directly to our target consumer and is yet another string to the bow of this fantastic brand.”

19 Crimes is currently the wine sponsor of the London Craft Beer Festival – a series of three consumer Craft Beer events that are taking place across the UK this summer – namely in Edinburgh, London and Bristol. At each event, the brand has an active presence with both the Red Blend and “The Banished” served at the “Barrel and Wheel”, a bespoke wine bar, which matches the wines with a selection of cheeses.

Treasury Wine Estates (TWE) is one of the world’s largest wine companies, with a portfolio which includes Penfolds, Lindemann’s, Wolf Blass, Beringer, Gabbiano and Greg Norman Estates. TWE is focused on portfolio premiumisation and brand-led marketing and its wine is sold in more than 70 countries around the world.

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Mental health charity Mind is calling on men to help raise awareness and funds for the work it does by shaving their facial hair off during April – or Shaveril, as the charity and marketing agency Brickwall have renamed it.

Brickwall, based in London’s Shoreditch, bastion of the modern beard revival, came up with the idea and is challenging men to shave off their beards for charity then post a before and after picture or video to Twitter, Instagram or Facebook with the hashtag #shaveril.

They are then being encouraged to nominate a friend to either do the same or donate to Mind using a text code or online link.

Brickwall will be hosting a free pop-up barbers at The Hoxton, Shoreditch on April 14^th and is inviting male Londoners to come along from 5.00pm to have their beards shaved by professional East London barbers (including Thy Barbers, based in Shoreditch’s The Bike Shed) or participate in a shaving master class.

From April 1^st to 31^st, Thy Barbers will donate the proceeds of all shaves carried out on bearded men who book in for a full wet beard shave quoting Shaveril to Mind.

Maria Healy, Senior Community Fundraising Officer at Mind, says: “Not only will there be men all over town sporting a brand new look, but money raised will fund our vital work including the Mind Infoline, our advice services and the campaigning Mind does to secure a better deal for the one in four of us who experience a mental health problem every year.”

Ian Noonan, King’s Teaching Fellow and Head of Department of Mental Health at Kings’ College London, has committed to shaving his beard as part of Shaveril. He says: “My beard has remained part of my identity for fifteen years. Shaving it off will make me pause and think about my identity, and how others see me. Having fun and sharing the before and after images on social media for Shaveril is a way of connecting – being part of something bigger than ourselves, which for me has always been one of the things that protects my mental health. It is also a great way to bring attention to the work of MIND and raise money to support them.”

Mind has successfully campaigned for change in the way mental health is viewed and how those who suffer are supported for 70 years. The charity provides advice and support to empower anyone experiencing a mental health problem and campaigns to improve services, raise awareness and promote understanding.

Anyone who wants to support Mind’s work can donate at https://www.justgiving.com/shaveril/ or text SHAV68 with the amount £5, £10 or £20 to 70070.

Brickwall is a creative production studio based in Shoreditch, which specialises in producing film, animation and digital platforms for charities and the public sector.

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