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The Drum Recommends: Commended - Clarions' Grand Cork Experiment For The Portuguese Cork Association

The Drum Recommends: Commended is highlighting Clarion Communications who were challenged by the Portuguese Cork Association to increase demand for cork stoppers in wine bottles.

In this series, we explore the finest work created by The Drum Recommended agencies. We will highlight top case studies to guide and inspire you in your journey to select a new agency relationship.

Last year the Recommended Agency Register (RAR) was rebranded as The Drum Recommends to bring it in line with owner The Drum. It remains committed to partnering brands with the correct agency using data and unique industry expertise.

The cork vs screwcap debate runs deep in the wine world. Clarion fought on the side of cork for The Portuguese Cork Association, with a campaign to increase preference for cork stoppers through positive media headlines.

We were challenged by the Portuguese Cork Association to improve UK consumers’ and wine trade’s perception of cork stoppers vs screwcaps, ultimately to increase demand for cork.

Our strategy is to demonstrate the premium nature, romance, provenance and value-adding qualities of cork.

We generated headlines by combining an experiential campaign with a scientific consumer study, overseen by an Oxford Uni experimental psychologist. The Grand Cork Experiment was an immersive consumer event and study to prove that the sound, smell and touch of a cork enhances our enjoyment of wine.

Results - 200 pieces of coverage, including every UK national paper plus Sky News

To find out more on Clarion Communications agency visit their The Drum Recommends profile.