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Cono Sur launches major on-pack campaign promoting sustainability

Wed 24 May 2023

Cono Sur launches major on-pack campaign promoting sustainability

Cono Sur, one of Chile’s leading and most innovative wineries, has launched a major marketing campaign offering 10 cash prizes which are designed to also benefit environmental causes.

The brand, which has recently unveiled a new look for the Bicicleta range, is ramping up the visibility and awareness of its well-established sustainability credentials via this on-pack activity. Shoppers can enter the competition via an on-pack QR code which will feature on every bottle of Cono Sur Bicicleta wine between 1st May and July 31st. Codes will also be featured on point of sale and general advertising around the country.  10 prizes, which each comprise £1,000 for the winners and £1,000 each for a nominated environmental charity of their choosing, will be awarded at the end of the competition.

Bringing ‘The Sustainable Way’ to life

The campaign has many visible elements:

Out of home: Bicycles featuring the campaign on mobile posters touring London and Leeds over 3 weeks.

Cono Sur campaign on ad bikes in Piccadilly Circus, London

Social and Digital: reaching younger adult treaters with a new UK website and UK instagram account, aided by amplified influencer support.

In store: Driving rate of sale and trial through several point of purchase touchpoints

Trade and Consumer PR: Amplifying Bicicleta’s new look and the full campaign through key trade and consumer publications.

Cono Sur Brand Manager in the UK, Javiera Moller, says

“We’re so pleased to launch this great-looking campaign to help build awareness of the brand to follow the recent launch of the fantastic new packaging to the UK market."

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