Get CANOnized
Barefoot Wine
Beer owns St. Patty’s day. 70% of drinkers reach for it without thinking twice.
But St. Patty’s day is a saints holiday and wine has been the drink of the saints for over 2,000 years. So we launched a new Irish canned wine - made in Dublin, California - and canonized drinkers into the Ministry of Barefoot.
Get CANonized.
PRODUCT LAUNCH
59% of Gen Z-ers say canned wine is the more sustainable choice. 66% say it's better for going out. So we made one — a new Irish canned wine, made in Dublin, California - just in time for St. Patrick's Day.
EXperiential: Teaser
A replica Trevi Fountain appears on Stone Street. It starts as water, then slowly fills with Barefoot Wine.
PR & Social
The fountain goes viral. Influencers and press pick it up.
OOH
NYC has had the largest and oldest St. Patty's celebration for centuries. So we dropped church marquee billboards across the neighborhoods that young New York St. Patty-ers frequent most.
Influencer Mailer
Wine-scented rosaries land on the doorsteps of cultural tastemakers. A footprint charm, a can, a date, and two words: Get CANonized.
Experiential: Launch
On St. Patrick's Day, Barefoot takes over an abandoned church for the Ministry of Barefoot. Featuring Padre Guilherme,
Pope-approved DJ priest, spinning from the altar. The only drink is wine.
Experiential: EXtend
The morning after St. Patty's Day, confession booths pop up across NYC. Step in, confess your sins from the night before, and receive absolution in the form of a cold can of Barefoot.
Retail
Barefoot partners with bars across NYC to serve the new Irish wine and gifts them stained glass window decals, turning every pub into a chapel of the Ministry.
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