Barefoot Wine Launches ‘Summer Cool Down’ Campaign

16 Jul 2015

16 Jul 2015 --- Award-winning Californian brand Barefoot Wine will be celebrating the launch of its new Barefoot Refresh range and the start of the warmer summer months, with an impactful integrated marketing campaign which promises to keep the British public cool this summer.

The nationwide Barefoot Refresh Summer Cool Down campaign, which includes experiential activity, social media, and trade advertising, has been designed to reflect Barefoot’s fun approach, and highlights the refreshing new wine style of Barefoot Refresh.

Available in three varietals – Crisp White, Crisp Red and Perfectly Pink, all priced at £6.99 and with an ABV of 9% or 10%, Barefoot Refresh wines are lightly fizzy, vibrant and above all refreshing. Best served over ice, they are perfect to enjoy on a variety of social occasions. The range comes in a sleek new bottle that provides excellent shelf stand out whilst its packaging communicates a fresh and lively wine style.

Barefoot Refresh Summer Cool Down – cooling down consumers in the park

For six weeks this July, Barefoot will target 100k consumers as they enjoy the sunshine in the parks and open spaces of London and other city centres across the UK.

Giant Barefoot Refresh cannons will shoot out branded Barefoot Refresh Summer Cool Down t-shirts and consumers will be encouraged to take part in a series of fun activities to generate excitement and buzz.

Consumers will have also the opportunity to sample the new Barefoot Refresh range: the three varietals will be available from chillers on branded Barefoot Refresh trikes.

Barefoot Refresh Summer Cool Down Party – 26th July

The flagship event of the campaign will be the Barefoot Refresh Summer Cool Down Party – an exclusive, free, ticketed event taking place on 26th July at Dalston Roof Park in East London. This unique immersive water party will see 100 guests participate in a range of fun activities as DJ Zara Martin will man the decks and revelers enjoy ice-cold glasses of Barefoot Refresh.

We are very excited about launching Barefoot Refresh with our Barefoot Refresh Summer Cool Down campaign”, says Olga Senkina, marketing director EMEA, Barefoot Wine. “By targeting consumers in slightly different scenarios, like when they are relaxing with friends in the park, we will be expanding wine-drinking occasions whilst Refreshing the nation. Our new Barefoot Refresh wines provide a great alternative to beers, ciders and other traditional summer drinks on hot summer days.”