The Reconciliation Wine
PENNY-Markt GmbH
Issue 48 | September 2018
Agency
Serviceplan Campaign 3
Creative Team
Global Chief Creative Officer Alexander Schill Creative Managing Partner Matthias Harbeck Executive Creative Director Christoph Everke Executive Creative Director Alexander Nagel Creative Director Moritz Dornig Senior Art Directors Matthias Schuster, Silvia Kirchknopf, Marie Legat Senior Copywriters Korbinian Schmidt, Henrik Pfeiffer Junior Art Directors Neville Pinsker, Melissa Meyer, Jonas Menze Junior Copywriters Laura Giaque, Nedim Aktas Art Assistant Elena Sorokova Digital Creative Linda Fallscheer
Production Team
Head of Print Media Robert Kaminski
Other Credits
Management Supervisor Fabian Kleinmann Account Manager Frederike Enk
Date
November 2017
Background
Many Christmas campaigns have been centred around happy and carefree themes. But Christmas can also be a stressful time with increased personal conflict. German supermarket chain PENNY’s wanted to promote community and reconciliation at this sensitive time of year.
Idea
“Christmas. Time to Reconcile” was the campaign theme, launched with a TV spot about a woman overcoming various psychological obstacles to reconnect with her daughter.
An important part of the campaign was a competition, in which people could apply for the chance to win one of 4,500 bottles of ‘Reconciliation Wine’.
The Dornfelder Merlot came in a specially labelled bottle, sealed with a combination lock. It was sent to the person the contestant wanted to be reconciled with while she/he was sent the code.
Only when the two people came together could the bottle be opened.
Results
The campaign reached thousands of estranged people and made them get back into contact with each other. More than 10,000 people applied for the Reconciliation Wine. Within a week all 4,500 bottles had been sent out, helping 9000 people find time for each other again.
There were many photos and comments posted in social media from people coming together again.
Our Thoughts
It has become a cliche´ but the statement by Confucius over two thousand years ago seems apt in relation to this campaign. “Tell me and I will forget. Show me and I may remember. Involve me and I will understand.”
Press and outdoor ads told people that Christmas was a time of reconciliation. The TV ad showed it. But it was only when they were encouraged to share a bottle of red wine with each other that people were truly able to talk through their differences.
What gives this idea depth and length isn’t that it’s a brand telling its story to people but a brand helping people tell their stories to each other.