Surprisingly, Halloween outpaces Superbowl Sunday for adult beverage consumption in the US. Not suprisingly, adults need a way to manage the anxiety created by the incessant ringing of doorbells on Halloween.
But doesn’t a celebration that requires one to wear a mask seem to scream beer & spirits rather than wine? Our assignment from Treasury Wine Estates was to change that perception and get consumers to think wine for Halloween. To this end, we were asked to combine the irreverent personalities of Sledgehammer and 19 Crimes to create a co-promotion that would stop shoppers dead in their tracks. We presented the following three concepts with “Spill Some Red with Friends” being concept that was ultimately produced for the market.