Coral x Trashpeack

With over 125 years of experience in the production and ageing of high quality wines, Entrecanales Domecq e Hijos is one of the most important wine groups in Spain. Present in more than 40 countries, the group has vineyards and wineries in the country’s most prestigious Denominations of Origin, with more than 400 hectares of vineyards and wineries.

The challenge

Our challenge, to present Coral Ethical Rosé, the most committed rosé; it comes from organic farming, the winery uses 100% renewable energy and its ultralight bottle uses recycled and recyclable materials. A wine committed to the future of the oceans, since 10% of its profits go to conservation and restoration projects of marine and coral ecosystems.

How we did it

First, we sent a personalized mailing to influencers and media that represented the values of Coral Ethical Rosé, with natural, sustainable and recovered materials.

This consisted of a bottle, in its cardboard packaging painted with natural inks, and a backpack made from the remains of fishermen’s nets. Accompanied by a card with our key messages, made of seaweed paper.

For the influencer campaign, we selected profiles that are related to sustainability, carefully choosing the brands they use and represent. They share lifestyle content and their audience is predominantly Gen Z and Millenials. And they also practice surfing, since we raffled a limited edition of decorative boards, made with recycled materials from the sea.

Among the profiles we work with are the surfer Luis Gimenez, Carlota Weberm and Ana Hernandez.