The task
Accolade Wines asked us to explore sampling opportunities that would ensure more ‘liquid on lips’ for Cupiolo, its premium new rosé wine.
What we did
Mercieca identified the perfect partnership between Cupiolo and Thursday. Cupiolo is a Pinot Grigio Blush from Accolade Wines that aims to rewrite the rules of romance with its passion in every pour.
Thursday is a revolutionary dating app that shuts down for everyday of the week except its namesake, when it opens for 24 hours for users to match and chat and hosts Thursday events for its members.
Mercieca managed a Cupiolo x Thursday summer event that took place at Circe’s Rooftop Bar in Waterloo. The event was a chance for singles to find their match over a glass of delicious Cupiolo wine.
Mercieca decked out the rooftop with branded menus, coasters, banners and glasses were full of Cupiolo all night long.
Impact
Over 560 individuals attended the event, the busiest Thursday event of the year to date.
The partnership generated 220k views on the in-app headliner.
The pre-event promotion Instagram story received 18.6k views, and the five event stories collectively garnered 63.8k views.
Additionally, we received story tags from eight individual members. This resulted in a total of 82.4k brand story views.
Reception for Cupiolo on the night was also extremely positive.
