Discount grocer Aldi has launched an experiential out-of-home activation in the heart of Manchester this week with a weather-respondent billboard dispensing free rosé to passers-by.
Created as part of the celebrations in the run-up to National Rosé Day (10 June), the temperature-sensitive billboard only begins to dispense Aldi’s ‘Provence Rosé’ at an ‘optimal’ 19.2 °C.
The innovative activation mirrors Kopparberg’s recently-launched out-of-home campaign that also uses dynamic, weather-respondent assets; or even Kind Snack’s grab-and-go billboard activation at King’s Cross last summer.
Subscribe to Marketing Beat for free
Sign up here to get the latest agency-related news sent straight to your inbox each morning
“Everyone’s heard the saying ‘it’s wine o’clock’ but we wanted to find out when it’s ‘rosé degrees’ – and according to the nation of rosé lovers, the ideal temperature is 19.2C,” Aldi UK managing director of buying, Julie Ashfield said.
“Setting up the world’s first billboard to dispense rosé at a certain warm temperature was a challenge in Manchester, which is noted for rain. But as the centre of the region which loves rosé more than any other in the UK , fortunately everything came up rosé.”
According to Aldi sales data, the grocer has identified the North-West as the UK’s key rosé-consuming region – and will hope to maximise awareness of its rosé selection through the activation.
The activation will run until 7pm this evening in St Ann’s Square.
