ABOUT

The Brief
Frontera – The world’s No 1 Chilean wine brand was looking for a way to raise its profile in the UK and connect with the younger wine shopper & consumer. We needed a big idea that would gain distribution as well as capture the interest of our ‘new to wine’ consumers.

Our Approach
After researching the motivations and interests of ‘Generation Y’ine’ we discovered music indexed exceptionally high on their list of priorities. Many brands were already appealing to this audience through festivals. We wanted to be different and we wanted stand out on shelf.
We approached the governing body of music in the UK – the BPI and worked with them to create a new level of sponsorship for the World famous BRIT Awards.