Premium Portuguese wine brand, imported and distributed in North America by Sogrape, has installed a billboard on a deserted island, with the words Meant to be Discovered. In the undisclosed location, the billboard has a box built into it containing a real bottle of Silk & Spice wine, a corkscrew and a wine glass for those fortunate enough to find it. It’s part of a campaign for Sogrape by agency Stream and Tough guy, that’s running across North America.  

The idea pays tribute to the long-standing historical connection of exploration between the US and Portugal, and celebrates wine lovers delight in the discovery of a delicious new wine.

Other elements of the Meant to be Discovered campaign are digital, social and point of sale activations. The campaign film, that is running in digital and YouTube, Facebook and Instagram channels shows the billboard installed on the island, just waiting to be discovered. It’s a retrospective nod to the adventurous Portuguese sailors who ventured across the Atlantic Ocean in the 15th century, driven by the curiosity to connect with their new world neighbours in North America.  

“This is the first big digital campaign for Silk & Spice, a great milestone in its path of success. It shows the brand’s ambition towards market’s expansion and to grow its awareness and reputation among consumers, getting closer and engaging them with its versatile range of wines,” stated João Pedro Reis, head of marketing at Sogrape.

“It’s a billboard for practically no one to see, only those who happen to sail passed it. An over-the-top invitation to try a wine that’s for those brave enough to discover it,” added Miguel Durão, creative partner at Stream and Tough Guy.

The point-of-sale installations will be located in Sogrape retailers including wine specialists across Florida, Illinois, Massachusetts, Michigan, Minnesota, New Jersey, New York, Rhode Island, Texas and Wisconsin.

Credits

Client: Sogrape
Agency: Stream and Tough Guy
Production: Trix