Cono Sur creates environmental marketing push

Chilean winery Cono Sur has launched a new marketing campaign offering prizes which are designed to also benefit environmental causes.

The B Corp-accredited brand, which has recently unveiled a new look for the Bicicleta range, is ramping up the visibility and awareness of its sustainability credentials through on-pack activity.

Consumers can enter the competition, dubbed ‘The Sustainable Way’, through an on–pack QR code which will feature on every bottle of Cono Sur Bicicleta wine until July 31st. Codes will also be featured on point-of-sale and general advertising.

Some 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.

Elements of the campaign include bicycles, which will feature mobile posters of campaign touring London and Leeds over a three week period, social media activity, aided by influencers, point-of-purchase touch-points in store, and through the media.

Cono Sur Brand Manager in the UK, Javiera Moller, said: “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.

“Cono Sur is well-respected as an innovative and environmentally conscious wine brand, one of the few certified B Corp wineries globally, and our marketing campaign backs this up by making a positive contribution to good causes whilst building awareness and trial amongst wine shoppers.”

The Bicicleta range available in the UK comprises Bicicleta Pinot Noir 2021, Bicicleta Sauvignon Blanc 2022, Bicicleta Viognier 2022, Bicicleta Malbec 2021 and Bicicleta Sauvignon Blanc Blush 2022.