Coravin launches ‘Stop screwing around’ advertising campaign

Coravin has launched its first ever advertising campaign in the UK – with the strapline ‘Stop screwing around’.

Coravin’s ‘Stop screwing around’ advertising campaign launches at One Piccadilly (Photo: Coravin)

The multi-platform advertising and experiential campaign, which includes a takeover of the One Piccadilly advertising screen, will continue until the end of December.

The creative material for the wine dispensing system is designed to show consumers that they can lose their corkscrew and enjoy wine by the glass without pulling the cork.

Following its launch at One Piccadilly on Wednesday 2 November, the Coravin video advertising will be displayed across Oxford Circus, Bond Street, Knightsbridge and Piccadilly Circus London Underground stations, all of which are close to Coravin’s key retailers – Harrods, Selfridges, Fortnum & Mason, Harvey Nichols and Hedonism Wines.

Coravin will also be activating citywide product demonstrations and samplings to showcase the product to consumers face to face.

As part of its campaign, Coravin has partnered with 28°-50° Wine Workshop and Kitchen on Maddox Street for a special promotional activity – for four days during the campaign (21, 22, 28 and 29 of November), Londoners will be able to hail one of Coravin’s fleet of pedicabs to take a free ride to the venue, where they can exchange a voucher for a complimentary glass of fine wine poured by Coravin (choosing from three reds and three whites). The pedicabs will be travelling around the Oxford Circus and Mayfair areas on those dates.

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Coravin representatives will also be carrying out demonstrations in a range of city offices, serving wine from a pop-up bar to central London workers. This will be accompanied by additional digital advertising through some of the top 90 corporate buildings in the capital.

The UK campaign follows a highly successful US campaign, which included the appearance of the advertising in Times Square and was supported by an on-the-ground team of demonstration staff who showcased how the Coravin device works to New Yorkers on a Coravin-branded bus.

“London is a key market for us, so we’re eager to spread the word about Coravin with this brand new, daring campaign,” Maarten Dekker, general manager of Coravin Europe BV, said.

“We want to create a real impact in the city, and make more people aware of the fantastic benefits that Coravin can bring to wine lovers – whilst also supporting our key retailers in the capital as we head into the festive season.”

Having launched in in 2013, Coravin is now marketed in more than 30 countries. The product has more than 500 restaurant and retail partners, including Fera at Claridges, Jason Atherton’s Social Wine and Tapas and The Ivy. The company recently secured more than $14million in development funding in the US.

As reported in the drinks business, in August Coravin launched the Coravin Model One at a lower price of £199. The most competitively priced model yet, Model One was launched expressly to target the millennial market.