This campaign not only caused a stir on socials and a splash in the Nationals…it also won the coveted Grand Prix at the IPM Awards (cheers to us!)

The idea? To own the conversation around Rose with a different approach to “Wine o’clock”.

Working with Clarion Communications, we embraced the British eccentricity of waiting until the weather becomes warm before reaching for the rosé… waiting until it hits the magical “Rosé Degrees.”

1,000 rosé lovers told us the perfect temperature to enjoy a glass, with the results coming in at an average of 19.2C.

Fingers crossed

Now we wanted to get a chilled glass into as many hands as possible, and to spread the word to rose lovers across the country.

So we took a rose dispensing billboard to Manchester (they drink more of the pink stuff per capita than anywhere in the UK!) and waited for the magical temperature… (eek!)

The big gamble paid off as we were blessed with 2 days of very un-Manchester weather in the form of glorious sunshine!

A popular affair

Two days and 4,200 glasses later (that’s 6 per minute when the taps were flowing!), we had 146 pieces of media coverage, social media reach of 5.5m and sales shot through the roof!

Coverage included The Daily Star, The Daily Telegraph, Manchester Evening News, Forbes, Capital Radio, The Manc, Secret Manchester, About Manchester, and The Grocer.

Idea...

The World’s first rose dispensing billboard…but only when it hit Rose Degrees.

Impact...

-78m estimated reach

-5.5m social reach

-146 pieces of coverage