Turn Wine Into Art

Background

Over the past five years, the Spier brand has built its positioning around the concept that their products represent the ‘art in wine’. As such, the brand’s advertising has been showcasing wine itself (the actual liquid) as art. In keeping with this positioning, Joe Public developed the 'Spier Liquid on Canvas Challenge', a promotional campaign to drive in-store activity. Artists were invited to create works of art, using actual Spier wine as their medium, and various in-store elements generated from this art prompted consumers to enter a competition.

Idea

This interactive direct mailer was sent out to the trade as well as the media, to inform them of the ‘Spier Liquid on Canvas Challenge’. It took the form of a ‘paint set’ complete with a blank canvas, brush and four ‘paint tubes’ which were actually filled with four different varietals of Spier wine. Recipients could use their set to ‘turn wine into art’. A brochure, also printed on canvas, explains the thinking behind, as well as mechanics of, the promotion and introduces the various artists to the trade.

Results

The Liquid on Canvas Promotion enjoyed great success in terms of a significant boost of Spier Wine sales in-store throughout the country. The campaign also went on to win some of South Africa’s most acclaimed awards for creative excellence.

Target audience

South African wine trade and the media

Volume/ size of campaign

500 units

Our Thoughts

Spier is more than a vineyard, it’s a cultural centre in the Cape winelands created around the idea that art has the power to help transform South Africa. So there are artworks all over the winery and the adjoining hotel. The idea was to get painters painting with wine because, of course, making wine is an art as well. The pack was sent out to the media and to the trade to raise awareness. My problem is I’d drink the ‘paints’.