Treasury Wine Estate has announced the return of its glow-in-the-dark Halloween label design for its wine brand 19 Crimes.
The limited-edition label is supported by one of the brand’s biggest campaigns to date with 19 Crimes set to reach the big screens this Halloween.
The 19 Crimes integrated campaign will include its first cinema advert shown before films such as The Creator, Saw X, The Nun 2, and Cobweb.
Available across all major retailers and impulse stores, the wine labels feature skeletons in place of the infamous convicts and appear on 19 Crimes Red Wine (14% ABV) and The Uprising Red Wine (14% ABV).
The campaign is returning after a successful debut year. Nielsen Scantrack data revealed a 51% increase in uprising sales value in the lead-up to Halloween 2022.
The launch coincides with OOH activations across various channels, such as underground, railways, roadsides, street posters, and in-store promotions.
Bringing to life the spirit of the limited-edition labels, selected retail and convenience stores across the UK feature custom Halloween coffin display units and point-of-sale plinths to enhance brand visibility and digital activations.
Treasury Wine Estate also plans to support sales with a Halloween-themed consumer PR campaign launching in the week leading up to the holiday.
Earlier this year in April, 19 Crimes launched its biggest ever campaign which gained significant momentum and helped the brand become the UK’s sixth most popular wine brand, according to Nielsen Scantrack. Building on this success, the brand has now launched a Halloween activation.
Russell Kirkham TWE Head of Marketing EMEA said “We’re delighted to bring back the limited-edition skeleton labels after the campaign’s incredible success last year. Halloween remains a key seasonal calendar occasion for 19 Crimes and we intend to continue to go above and beyond to engage with consumers through striking activations and innovative launches, remaining true to the brand’s personality.”
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