19 Crimes activates in-store promotion

15 March, 2019 by Andy Young

Treasury Wine Estates has launched a new campaign for its 19 Crimes wine brand, which will feature in-store activations and aims to bring to life the convicts turned colonists who feature on the brand’s augmented reality (AR) labels.

The campaign will feature in-store displays mimicking a jail cell, POS and other customer exclusive activations. In addition, the campaign supports a national in-store promotion, where consumers can win flight vouchers if they find the 19th Crime under the cap.


“Following the phenomenal success 19 Crimes has had in the US, it’s an exciting time to be launching a campaign for a brand that has already gained traction quickly and organically here in Australia,” said 19 Crimes Brand Director, Clive Coleman.

“We are thrilled to be bringing the 19 Crimes story to life in a non-conventional and disruptive way. This campaign is a great way to educate consumers on a story rich in history, whilst also highlighting a strong portfolio of quality, affordable wines. It would be a crime not to drink it.”

19 Crimes has enjoyed strong growth since its launch and is currently Australia’s third most popular red wine brand according to IRI.

The campaign is now live, featuring across social, digital, a national out-of-home program and in-store visibility that will run until the end of April.