The Challenge:
The partnership between Daniel Ricciardo and St Hugo was first established in 2020 to attract younger drinkers to the rarified world of fine wine. Cut to 2024 and the DR3 range is so successful it’s going to be stocked in Dan Murphy’s around the country.
So, how do you drive awareness and earned media fame? With the greatest takeover in wine history.
The campaign launched across social and digital channels as well as through PR, with the F1 driver taking over a Dan Murphy’s store – including their chatbot – and renaming it Dan Ricciardo’s. The idea extended into real life with the Dan Murphy’s store in Alexandria, Sydney, transformed into a real life ‘Dan Ricciardo’s’ for a weekend long live brand experience complete with retail promotions and Dan Ricciardo’s face and notable cheeky grin replacing the original iconic 1950s Dan Murphy signage.
