Wine brand’s desert-island billboard includes a nice surprise for anyone who discovers it

Usually when you wash up on a desert island, your options for happy hour are limited. But not so on at least one remote isle somewhere in the world, which now features a wine billboard—and a special surprise as well. Portuguese wine brand Silk & Spice has put up a billboard on a spit of sand in an undisclosed location. “Meant to Be Discovered,” says the headline along with a product shot. And anyone who does discover it should check out the wooden box attached to the structure—where they will find a welcome gift indeed. Yes, the box contains a bottle of Silk & Spice wine, a corkscrew and a wine glass—providing entertainment on what looks otherwise to be a pretty boring place to hang out. The stunt was orchestrated by Portuguese agency Stream and Tough Guy (whose 2019 launch was memorably announced on a TV game show). “It’s a billboard for practically no one to see, only those who happen to sail past it—an over-the-top invitation to try a wine that’s for those brave enough to discover it,” said Miguel Durão, creative partner at the agency. The campaign also includes point-of-sale activations. The “Meant to be Discovered” theme is also meant to be a historical reference to the Portuguese sailors who visited the New World in the 15th century. “This is the first big digital campaign for Silk & Spice, a great milestone in its path of success,” said João Pedro Reis, head of marketing at Sogrape, which distributes Silk & Spice in the U.S. “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.”

Wine brand’s desert-island billboard includes a nice surprise for anyone who discovers it

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