A Cracka of a wine ad campaign to promote Dean Taylor’s unique wine auction system
July 2 2011, 10:33 pm | | 2 Comments
Cracka Wines was started by Dean Taylor who previously set up Wine Ark. It is a unique wine auction system which starts at the RRP and works down until stock is gone. It is actually the way fish are sold at the Sydney fish markets. There is a price in there for every buyer e.g. if you want to get the lowest you can but you might also miss out.
He set it up to give wineries options other than been smashed by Woolies and Coles who now dominate the market as we know from other categories.
They have taken a real tongue in cheek approach to their first non digital campaign by using a billboard just around the corner from Dan Murphy’s in its traditional market of Melbourne.
2 Comments
The strategy is a good one, but the copy would be more effective if it read ‘Sorry Dan’ not ‘Sorry Dan’s’, and if it mirrored the famous movie line ‘This town ain’t big enough for the both of us.’ Whack a cowboy hat on the guy. Done.
Just sayin’ y’all.
Shows the power of the Dan Murphy’s brand. If without using their logo and just the word Dan’s people know what it is, then I would have thought it’s good for them.