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.
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