HUN Wine – The Worst Time to Launch a New Brand
HUN Wine
Issue 56 | September 2020
Agency
TBWA\London
Creative Team
Creative Director Andy Jex Art Director Harriet Russell-Vick Copywriter Lauren Buggins
Production Team
Typographer Aaron Moss Digital Artist Dan Ogunsanwo
Date
May 2020
Background
In Spring 2020, new sociable, canned wine brand, HUN, were getting ready to launch at music festivals around the UK. But the festivals were cancelled.
There was supposed to be a launch party.
But no one could make it.
HUN still went into supermarkets but with the UK in lockdown the challenge was to raise awareness.
Idea
The solution was to launch using a medium that no-one would see, since they were isolating at home. And yet everyone would see if the billboards were shared in social media. Instead of shying away from lockdown, HUN leaned into it and embraced the slightly awkward situation. Creative was refreshed regularly, based on the Prime Minister’s updates to the nation. While some would say this was the worst time to launch a new brand, HUN did it anyway.
Our Thoughts
Advertising has taken a battering over the last few months. In the UK, the IPA’s Bellwether Report showed that over 50% of clients had slashed their budgets. OOH advertising had a reduction in spend of 61.2%. Meanwhile, PR has not been as rattled. In fact, this has been called “a golden age for influencer marketing”. Without the power of PR, this ad campaign would never have been noticed.