19 Crimes
Cali Red Launch
To launch Cali Red, we partnered with modern-day defier Snoop Dogg to tell his life story and introduce him as the newest member of the 19 Crimes family.
This 360-integrated campaign included social (paid and organic), broadcast, AR experiential, PR, OOH, radio, audio streaming, and influencer marketing — which led to 19 Crimes receiving its highest social engagement of all time, all while sales skyrocketed.
Influencers like Swizz Beatz, LaKeith Stanfield, and David Simon received one-of-a-kind dog houses they shared on social.
Our campaign took over social, setting a new bar for engagement and landing Cashmere social AOR without a pitch.
The Results:
IRI named 19 Crimes’ Cali Red as the #1 selling single wine in New Product Pacesetters™ history
IRI named 19 Crimes Cali Red as the #1 US Wine Innovation of 2021
25x more engagements per organic social post vs. industry average
70% increase in overall followers since channel launch
+1B - PR impressions
1.75B - Impressions on Verzuz TV
$16MM+ In sales
Cali Red’s success helped set the stage for other Snoop labels, like Cali Rosé
Awards: 2021 Webby
ACD: Carrie Barr, Creative Director: Tynesha Williams, Creative Partner: Malika Jones, Strategists: Lani Tuitasi, Social: Ashlyn Whittington, Influencer: Kisha Madrid, Producer: Sandra Varona, Director: Rashidi Harper, DP: Robert Benavides, Photographer: Erik Umphrey, Video Editor: Teddy Gersten, Influencer Kit Production: Walter Smith
Work created at Cashmere Agency