Who knew that some red wines are best served chilled? Not enough was the answer. And that was the problem for leading Chilean wine producer, Concha Y Toro, with their Cono Sur Bicicleta Pinot Noir. So, how could we encourage wine lovers to chill with their red?

Via thermochromic labelling, we created an inventive on-pack promotion that, simply by chilling your Pinot Noir, revealed whether or not you’d won up to £10,000. Supported by a full campaign microsite, in-store & .com retailer activation, the campaign delivered an unprecedented entry rate of over 7% (more than double the 3.2% target) and helped the brand to post record sales throughout the campaign period. Pretty cool.