Launched during the pandemic lockdown, Saintly had only ever connected with consumers on digital and social. With 71% of Gen Z craving in-person experiences over tangible things, meeting them out in the physical world and building brand love IRL was our obvious next step.
Breaking through Gen Z’s boring expectations of wine.
Gen Z is used to forgettable wine sampling in grocery and liquor stores. So, on Rosé Day weekend, we invited them to experience the Saintly brand in a completely transformed laundromat — Saintly Sip n’ Suds — where they could sample Rosé and shop handmade, upcycled Saintly merch.
The activation became the hub for an omni-channel, full funnel campaign, helping the brand reach its goal of being the #1 VQA wine in Canada.
5180 samples poured
24MM total impressions
#1 VQA Rosé by sales nationally