Treasury Wine Estates (TWE) is one of the world’s largest wine companies, listed on the Australian Securities Exchange. As a vertically integrated business, TWE is focused on three principle activities: Grape Growing and Sourcing, Winemaking and Brand-led Marketing.
TWE reached out to us to provide end to end management for their open market activation in Lagos, Nigeria. This brief included concept development, visuals production, sourcing of promotional staff and event teams, content creation, printing, and production of marketing materials, etc. With this activation, our approach was to primarily win the hearts of the retailers and then get them to further project the wine’s vibrant brand to the public. The project was executed with an approach which involved a drum-line and some crowd engaging games. We had a procession that was made up of 3 sections of people, Cheerleaders, Footballers and a music band.
We developed and executed an experiential marketing campaign in the Lagos open market, engaging wholesalers, and retailers in a product education drive, while simultaneously sharing the brand values, and product samples with them. We further activated daily sampling promotions for a period of 2 months across 8 supermarkets within Lagos introducing Wolf Blass into the retail space. Our work included setting up of Gondolas and branded floor pallets across locations, engaging and training promoters to man the various locations for sampling, collecting customer database, and client reporting. We also used the opportunity to educate consumers about the various brands our client owned, outside of the primary product we were pushing.