Taylors Wines – Optimum Drinking Temperature 2.0

The challenge

After the original Optimum Drinking Temperature campaign earned an Effie, various Drinks Awards and helped Taylors Wines secure two Marketing Team of the Year awards, the tricky second album.

For the second campaign to feature our Optimum Drinking Temperature Sensors we turned to a new insight. In wine, there are actions we call ‘Difference makers’ – like letting a wine breathe or cellaring – that are generally accepted to improve the taste of wine. And they do work.

However, most drinkers are amazed at the comparison between these accepted wisdoms and the immediate effects of serving wine at the correct temperature for that grape varietal. And hence our ‘Difference Makers’ campaign was born.

To bring the campaign to life, we used the visual language of temperature – a stylised version of infra-red – to create a key visual treatment that really cut through. And because you really only understand the difference when you try it for yourself, we asked people to ‘Try the Taylors Temperature Challenge’ for themselves.

The integrated campaign covered temperature driven elements including digital outdoor and display, as well as social, digital, outdoor, print, video, radio, PR and in-store activity.

TAY00251_IBA POSTER_AO_final approved

MrW TAY00251 Drinks Trade Z fold_V3

Project details

Client: Taylors Wines

Tags: Content, Digital, Integrated, Outdoor, Print, Radio, Social, Video

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