Snoop Cali Red Launch
Creative Collaboration with Cultural Icon Snoop Dogg.
We developed a truly disruptive and fully integrated retail program for the brand’s very first Californian wine, appropriately named Snoop Cali Red. It was the first initiative from 19 Crimes in a multi-year partnership with Snoop Dogg, the entertainment icon, whose cultural cachet makes him the perfect partner for 19 Crimes, a brand that embodies the spirit of rule breaking, culture creation and diversity.
The retail launch included a wide-ranging suite of point-of-sale and marketing tactics, from life-size retail displays and social media content to a fully-wrapped tour Hummer and wild postings.
The initial launch results surpassed all expectations and added to the continued success of the brand. 19 Crimes was recently named the #4 most admired wine brand of 2020 by Drinks International and Shanken’s IMPACT named 19 Crimes a Hot Brand for the fifth year in a row.
