Red Diamond, maker and seller of premium wines, challenged Boombox with creating a campaign that reinforced the brand’s status as the wine-of-choice for casual wine drinkers and connoisseurs alike.

And, in Boombox style, we accepted the challenge.

We set lofty goals for this campaign: generating targeted brand awareness, driving trial and conversion via event sampling and consumer engagement​, securing new distribution, motivating key distributors and their field force, and securing marketing assets during key selling season to activate on and off premise accounts.

Our team of creatives and experiential experts rose to the challenge by curating two mobile sampling tours and VIP Lounges in bars, restaurants, liquor stores, and music venues in key markets across the country. The tours brought on-the-road awareness and provided opportunities for sampling and engagement with the brand and other wine drinkers.

We also negotiated sponsorships with eight Live Nation amphitheaters to reach an attractive audience of music enthusiasts, as well as 25+ local sponsorships with film festivals and food/wine festivals​. On-premises kits and regional promotional programming allowed us to scale the footprint and bring unique music (and wine) experiences to customers.