This Billboard on a Deserted Island is Just Meant to be Discovered

Sep. 04, 2023

Silk & Spice, a premium Portuguese wine brand imported and distributed in North America by Sogrape, have today launched a regional awareness campaign "Meant to be Discovered"  by installing a billboard on a desert island for a wine that’s just meant to be discovered.

Sat at an undisclosed location, the billboard has a box built into it containing a real bottle of Silk & Spice wine, a corkscrew and a wine glass for those fortunate enough to find it. A piece of treasure thats just meant to be discovered. The idea pays tribute to the long standing historical connection of exploration between the USA and Portugal, and celebrates wine lovers delight in the discovery of a delicious new wine.

Other elements of the "Meant to be Discovered" campaign are digital, social and point of sale activations. A film which runs on digital and YouTube, Facebook and Instagram channels shows the billboard installed on the island, just waiting to be discovered. It’s a retrospective nod to the adventurous Portuguese sailors who ventured across the Atlantic Ocean in the 15th century, driven by the curiosity to connect with their new world neighbours in North America.  

Joao Pedro Reis, Head of Marketing at Sogrape said:

"This is the first big digital campaign for Silk & Spice, a great milestone in its path of success. 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."

 

Miguel Durao, Creative Partner at Stream and Tough Guy added:

"It’s a billboard for practically no one to see, only those who happen to sail passed it. An over-the-top invitation to try a wine that’s for those brave enough to discover it."

 

The point of sale installations will be located in Sogrape retailers - including wine specialists - across Florida, Illinois, Massachusetts, Michigan, Minnesota, New Jersey, New York, Rhode Island, Texas and Wisconsin.

Silk & Spice is sold in several markets across the world, namely USA, Canada, Mozambique, Nordics and Brazil.