ABOUT

Viña Cono Sur, one of Chile’s leading wine producers, wanted a global campaign to engage the consumer with the brand story, give instant desirability and gratification at purchase.
A bicycle is depicted on the Cono Sur Bicicleta label and represents the actual bicycles the workers use in Chile to tend the grapes within the vineyard.
We profiled 20-30 Bicicleta shoppers and found them very environmentally conscious. We also noted an affiliation to be associated with environmentally conscious behaviour. One of the highest behaviours to index was cycling.
Le Tour de France had 100% positive recall against the target audience. In 2015, we negotiated the rights for Cono Sur to became the ‘Official Wine of Le Tour de France’.