Provence Wines Reach 1.9 Million Swedes

Client: Vins de Provence

01 | Challenge

As soon as the first tulips start to show, the Swedes love to sit outside and sip off a nice cold rosé. Which makes us think back to last year’s successful rosé campaign. As the selection of rosé wines is large, our client, the Provence Wine Board, wanted for their wines to be top of mind during the whole rosé season.

02 | Solution

We secured a collaboration with the monthly wine supplement of Sweden’s leading daily newspaper. Print and online articles as well as newsletters showed off Provence as rosé region, cleared off the myths about rosé and gave specific wine tips and food pairing suggestions.

And readers could not only dream away to Provence when reading the articles, they could also take part in an IRL tasting in Stockholm.

03 | Result

Between the end of April and end of June, we secured 16 publications reaching 1.9 million Swedes. We shaped the customer journey by being present repeatedly within a short time frame in front of a defined target group.

That way, Provence managed to stay top of mind with wine lovers during the whole rosé season. Our client specifically loved the ROI of this activity: the ad value equivalency that was more than 6 times the actual investment.

Photo credit: Hervé Fabre_CIVP / Hervé Fabre_CIVP / SOWINE_CIVP

Interested in this case?

Allan Sonne Sørensen
Partner & CEO

+45 51 88 82 70