14 November 2011

Make me love you

Working in marketing (yes I do have a day job) I'm pretty cynical about stunts and promotions. Especially if they're too blatantly selling product. However, this summer, Cono Sur ran a Show What you Grow competition that really entertained me and quite possibly made me a fan.
Some of the tomatoes I grew in my garden
People could send in their pictures of goodies they'd grown themselves, and the best ones would be rewarded with a bottle of wine. Good clean fun. Well sometimes. Some of the vegetables were questionable shapes to say the least! Take a look at the gallery in their Facebook page, it is quite amusing.

It's a tough job doing alcohol promotions. There's a whole load of regulation around targeting the right age groups and not encouraging people to drink too much. That's why I think this campain hit the right level. Firstly because they understand their audience. People who grow their own produce are likely to be pretty middle class and like the good life. Secondly because, other than more wine, food's the best thing to go with a nice glass of something tasty. And thirdly, it gives fans a moment of fame, by displaying real pictures of people online page whether they're winners or not.

Finally because it works as a great sampling opportunity. Allowing people to try Cono Sur even if they hadn't thought of buying it before.
Me, a large courgette, a tomato and a bottle of Cono Sur
I, for one, had never really tried this brand before. However, I won the competition twice (yep, it's true) and I got to try a Pinot Noir and a Viognier from their Bicycle range. Both were delicious, but I was particularly impressed with the Pinot Noir since I am a bit of a snob and only tend to buy PNs from New Zealand or France. They also sent me a selection of recipes to give me ideas for what I could do with my home grown fare, and what to enjoy with my freebee wine.
A bottle of the Pinot Noir I won for my marvellous photo
All this must have engaged me with the brand because I even downloaded the Cono Sur app. Which, although disappointingly isn't configured for iPad, and doesn't do much more than list their range, I was surprised by how extensive their range was. Especially the 20 barrel range, a premium wine range which I had never seen before.

So the moral of this story is that well targeted promotions work. And did it make me drink more wine? Am not sure that is possible!! Would I buy Cono Sur in the future? Almost certainly.

1 comment:

  1. I still can't believe the size of your massive courgette. Perhaps next growing season you should add your gardening tips to the blog.