Treasury Wine Estates’ 19 Crimes is set to reintroduce its exclusive glow-in-the-dark Halloween label designs, supported by one of the brand’s most extensive integrated campaigns to date. As part of this campaign, 19 Crimes will venture into cinema for the first time, captivating audiences with a captivating advertisement shown prior to screenings of films such as The Creator, Saw X, The Nun 2, and Cobweb during this Halloween season.
The limited-edition skeleton labels will be available in all major retailers and impulse stores, replacing the iconic convicts that typically adorn 19 Crimes Red Wine (14% ABV) and The Uprising Red Wine (14% ABV). Returning after a highly successful debut last year, the campaign contributed to a significant sales increase of 51% for The Uprising in the lead-up to Halloween 2022[a name=”_ftnref1″].
TWE’s head of marketing EMEA, Russell Kirkham, expressed his delight at bringing back the limited-edition skeleton labels following the incredible success of the campaign last year. He emphasized the importance of Halloween as a key seasonal event for 19 Crimes. Kirkham further emphasized the brand’s commitment to engaging with consumers through impactful activations and innovative launches that truly reflect the brand’s personality.
