Tats the spirit: 19 Crimes uncorks new campaign

Heavily tattooed man

Treasury Wine Estates’ 19 Crimes brand has unveiled a major UK marketing campaign – The 19th Cork.

The campaign calls upon the nation to find ‘The 19th Cork’ concealed within one of 210 winning 19 Crimes bottles. Those who find a winning cork will instantly win a cash prize, with a total of £30,000 up for grabs.

The 19th Cork runs until 31 October across the brand’s Red Wine and Uprising varietals and is supported by digital out-of-home, in-store, PR, digital and events-based activities.

As part of the campaign, 19 Crimes enthusiasts can get inked for free at a pop-up tattoo parlour in Shoreditch, with 18 designs inspired by the 18th century. Should consumers opt for a secret 19th design, they’ll not only get a bespoke 19 Crimes tattoo but a clue to the location of a winning 19th Cork bottle.

Ben Blake, Head of Marketing for EMEA at Treasury Wine Estates, said: “As the 19 Crimes brand continues to make waves, we are striving to provide its audiences with memorable and engaging experiences that push the boundaries of the wine category and encourage our consumers to discover more.

“The 19th Cork campaign is a unique, shareworthy concept that we are confident will drive huge visibility and talkability of the 19 Crimes brand.”