How do you convince a new generation of drinkers that port is cool?
Port has been a category in decline for a long time, and Cockburn’s, as category leaders, decided that it was time to reverse the trend.
Keen to attract a new generation of port lovers, Cockburn’s tasked us with rewriting the rulebook on how and when to drink it.
We decided to 'Take port off the pedestal'.
Our fun and irreverent Christmas social campaign, the first under their new brand platform, took cues from fashion and reportage photography to inject new energy into the brand.
The Christmas campaign resulted in an Ad Recall Lift Rate of 19.84% - nearly 50% above the category benchmark.