Fifth Leg Wines hires Yield for launch promotion
By Adnews Staff
Fifth Leg Wines recently hired Yield of Toronto to promote the launch of the Australian wine brand in Ontario. The campaign, aimed primarily at young profesionals between the ages of 25 and 40, made use of social media activities and street promotion. Approximately 8,000 wine corks were printed with the domain name <http://www.dogtranslator.ca> and copy such as "What's your name in dog" or "Arf out with your bark out." The corks were distributed by promotional workers in downtown Toronto, who encouraged recipients to visit the website. At the site, brand spokescharacter Boris, a dog, will "translate" submitted text into canine. The translation can then be shared with others through various social media websites. "With so many other brands competing for attention, we really needed consumers to remember our name and the dog character on our label the next time they were in the wine aisle," said Yield creative director Chris Torbay. "The best way to do that was give them something fun to do with the brand."