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Coravin backs ads with experiential

Friday November 4, 2016 at 1:18pm
US company Coravin, which makes and markets a ‘wine access’ system that allows consumers to pour wine from bottles without removing the corks, has launched its first-ever UK advertising campaign, backed up with sampling and experiential activity.The Coravin ad campaign kicked off on November 2nd 2016 with a takeover of the One Piccadilly advertising screen; a range of supporting activities including sampling, a branded bus and branded pedicabs will continue until the end of December.Running with the brand’s provocative strapline, ‘Stop Screwing Around’, the creative is designed to show consumers that they can throw away their corkscrew and enjoy wine by the glass without pulling the cork. Following a launch at One Piccadilly, video advertising will be displayed across Oxford Circus, Bond Street, Knightsbridge and Piccadilly Circus London Underground stations, in close proximity to Coravin’s prime retailers – Harrods, Selfridges, Fortnum & Mason, Harvey Nichols and Hedonism Wines.Maarten Dekker, General Manager of Coravin Europe B.V. says: “London is a key market for us, so we’re eager to spread the word about Coravin with this brand new, daring campaign. We want to create a real impact in the city, and make more people aware of the fantastic benefits that Coravin can bring to wine lovers – whilst also supporting our key retailers in the capital as we head into the festive season.”Coravin will also be activating citywide product demonstrations and sampling to showcase the product to consumers face to face.As part of this, Coravin has partnered with wine bar 28-50 Maddox Street to offer consumers a complimentary glass of fine wine poured by Coravin. Consumers can get involved by hailing one of Coravin’s fleet of pedicabs which will be travelling around the Oxford Circus and Mayfair areas on the 21st, 22nd, 28th and 29th of November. These pedicabs will offer Londoners a free ride to 28-50 Maddox Street, where they can exchange a voucher for the complimentary glass of wine.Coravin will also be carrying out demonstrations in a range of city offices, serving wine from a pop-up bar to central London workers. This will be underpinned by additional digital advertising through some of the top 90 corporate buildings in the capital.The UK campaign follows a highly successful US version, which included the appearance of the advertising in Times Square and was supported by an on-the-ground team of demonstration staff who showcased how the device works to New Yorkers on a Coravin branded bus.Coravin uses a patented technology which involves a slim hollow needle being pushed through the cork; argon gas is then pumped into the bottle as wine is extracted, so no oxygen can get in. The needle can then be withdrawn, leaving the bottle almost perfectly sealed as the cork expands to close the hole. Apparently, wine in bottles where the system has been used can stay fresh for months or even years. The system was developed by an MIT engineer and nuclear technologist who wanted to be able to enjoy single glasses of wine without either drinking the whole bottle or the remainder going off.The post Coravin backs ads with experiential appeared first on Promomarketing.]]>
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