19 Crimes returns glow-in-the-dark Halloween labels with major campaign

Treasury Wine Estates’ global wine brand 19 Crimes is set to bring back its popular limited-edition glow-in-the-dark Halloween label designs, supported with one of the brand’s biggest integrated campaigns yet.

The campaign includes 19 Crimes first foray into cinema with a striking advert running ahead of showings of The Creator, Saw X, The Nun 2, Cobweb amongst other films this Halloween.

Available across all major retailers and impulse stores, the wine labels feature skeletons in place of the infamous convicts and appear on 19 Crimes Red Wine (14% ABV) and The Uprising Red Wine (14% ABV). The campaign returns after a highly successful debut year, with The Uprising sales having increased by 51 per cent in value in the lead up to Halloween 2022.

“We’re delighted to bring back the limited-edition skeleton labels after the campaign’s incredible success last year,” Russell Kirkham, TWE head of marketing EMEA said.

“Halloween remains a key seasonal calendar occasion for 19 Crimes and we intend to continue to go above and beyond to engage with consumers through striking activations and innovative launches, remaining true to the brand’s personality.”

The launch coincides with a series of out of home activations across underground, rail, roadside and street poster takeovers, as well as in-store activations.

Bringing to life the spirit of the limited-edition labels, selected retail and convenience stores across the UK feature custom Halloween coffin display units, point of sale plinths to enhance brand visibility and digital activations. TWE will also be supporting sales with an attention-grabbing consumer PR campaign set to launch in the week leading up to Halloween.

The Halloween activation follows the brands biggest ever campaign which launched earlier this year in April, driving significant momentum for 19 Crimes.

RRP:

• 19 Crimes Red Wine: £9.50
• 19 Crimes Uprising: £10.50