19 Crimes New Home
Inspired by the prisoners who turned into colonists convicted with at least one of the 19 crimes, the 19 Crimes drinks brand celebrates the start of a new beginning for these pioneers who battled a harsh survival. Wanting to accomplish increased brand awareness of the 19 Crimes brand, they reached out to Flavor looking at possible and cost-effective channels that would create the perfect sampling campaign.
Target
Reaching the right audience.
The 19 Crimes consumer consists of a ABC1 age 25-44 male and female audience. ABC1 age 25-44 Flavor. used a combination of TGI , Acorn and proprietary data to identify hot-spots of the 19 Crimes audience throughout the UK as well as ensuring minimal audience wastage when doing so. TGI Acorn proprietary data
engage
Delivering impact in the right moments.
Flavor proposed New Home Sampling having aligned with the 19 Crimes target audience reaching up to 40,000 unique home movers per month. New Home Sampling 40,000 By tapping into this key life event, consumers are more likely to engage with brands and make lifelong and memorable connections with them. Flavor worked with a number of mortgage providers, estate agents and new home builders to distribute 12,400 samples of 19 Crimes wine into New Home boxes – making its way directly into consumers homes. 12,400 samples of 19 Crimes wine The campaign was tracked throughout using integrated measurement to understand campaign success and insightful consumer behaviours towards the product.
The Stats.
- 12,400samples distributed
- 13.6%survey response rate
- 60%highly likely to purchase within 4 weeks
- 52%of new consumers introduced to the brand
- Up to £148K
Integrated Sampling
Part of a connected sampling strategy.
This campaign formed part of a wider integrated sampling approach, combining multiple channels to maximise reach, relevance, and measurable impact.
By aligning targeting, engagement, and measurement, we ensured every touchpoint contributed to stronger overall performance.