DB Awards: Consumer Campaign of the Year

In preparation for this year’s Drinks Business Awards, we’re looking back at 2010’s winners. Today it’s a glance at the Best Consumer Campaign, which was won by Wines of South Africa (WOSA).

Described as “brilliant”, “smart” and “engaging”, WOSA’s Sustainability Campaign was showered with superlatives.

It was felt that in a sea of bland, generic marketing filled with little more than lifestyle imagery, this campaign stood out as being imaginative, brave and meaningful.

Drawing attention to South Africa’s commitment to sustainable wine production, WOSA’s UK office set up the Great South African Wine Trail using a carbon-neutral double-decker bus to tour UK cities and sponsorship deals with Kew Gardens to push the message.

One judge described the campaign as a, “good idea that has been really thoroughly executed.” The total cost of the campaign, which reached over 20 million consumers, was just over £100,000.

Hendrick’s “quirky” Horseless Carriage of Curiosities was runner-up, commended for its “fun” attitude and managing to further the invention of a “weird heritage” for what was still a relatively new product.

If you think your organisation has what it takes to make an impact on our judges this year, or to enter any of the other personality, marketing or business categories, click here.

Winners will be announced at a glittering ceremony during the London International Wine Fair in May.

For further details call either Hannah Lee on +44 (0)20 7803 2455 or email hannah@thedrinksbusiness.com or call Zoltan Hojsza on +44 (0)20 7803 2424 or email zoltan.hojsza@thedrinksbusiness.com

db, 22.03.2011