St Hugo x DR3
The Greatest Wine Takeover in History
Brief
Announce that DR3 wines would be stocked in Dan Murphy’s nationally for the first time.
Insight
When there’s 6000 other wines to compete with, two Dans are always better than one.
Strategy
If it’s impossible to stand out ‘in’ store, then let’s unlock the Dan Murphy’s brand to stand out ‘on’ store.
Idea
The Greatest Wine Takeover in History – Dan Murphy’s Alexandria became Dan Ricciardo’s for a weekend, complete with wine tastings, retail promotions and a very big sign.
