To help Fifth Leg stand out in the sometimes stuffy and serious wine category, we positioned it as a quality wine with a sense of humour. This led to a tongue-in-cheek, government style amnesty to rid Australia of inferior wine once and for all. The campaign culminated in a nationalday of action, where all Australian wine drinkers were asked to dispose of their inferior wine at designated drop zones in return for a quality bottle of Fifth Leg. The campaign was delivered via online, viral, radio, print, poster, outdoor, direct mail, and social media.
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