Silk & Spice - Meant to Be Discovered
The Silk & Spice wine brand launched its campaign "Meant to Be Discovered" to evoke a sense of adventure and exploration, in tribute to the Portuguese explorers who sailed to new lands. This campaign features a striking visual of a billboard installed on a deserted island with a real bottle of wine, symbolizing the brand’s journey of discovery.
An intriguing aspect is the over-the-top placement of a billboard on a deserted island, which few people will actually see. This symbol of rarity and discovery aligns with the Silk & Spice brand ethos. Additionally, the campaign includes a sweepstakes where lucky winners can win a trip to Portugal, deepening the connection between the brand and its heritage of exploration.
Core Theme of the Campaign -
The highlight of the campaign is a billboard installation placed on a deserted island with a hidden bottle of Silk & Spice wine inside. This dramatic setup is a metaphor for the brand’s call to adventure and curiosity, inviting viewers to "discover" the wine in unexpected places. The campaign is supported by digital, social, and point-of-sale ads.
The target audience includes adventurous wine lovers, particularly those in North America, who enjoy exploring new flavors and experiences. It appeals to consumers who appreciate a good story and are drawn to the romance of travel, discovery, and premium wine.
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About the
Campaign -
The "Meant to Be Discovered" campaign by Silk & Spice is all about adventure, tapping into the historical spirit of Portuguese explorers.
The main visual is a billboard placed on an isolated island, symbolizing the rarity and unique journey of discovering the wine.
The billboard installation is part of a larger campaign that includes digital, social media, and in-store promotions across the U.S.
There’s a sweepstakes for participants to win an 8-day trip to Portugal, aligning with the brand’s travel and discovery theme.
The campaign features Silk & Spice’s famous Red Blend, as well as newer products like their White Blend and Silk Route wines.
The creative agency Stream and Tough Guy executed this bold and unique concept.
It’s not just about the wine—it’s a celebration of the adventurous spirit, appealing to curious consumers who enjoy exploring new experiences.
This is Silk & Spice's first major digital push in the U.S., aimed at increasing brand recognition and engagement with consumers.
