Raising £1million for Sierra Leone with a brand new wine

The Brief

The team behind Millione® came to us with an exciting prospect; they had bottled a sparkling Italian Rosé and as ambassadors for the charity Actionaid, wanted the venture to give something back. They planned to use proceeds from their unique creation to build 20 new schools in Sierra Leone. Our job was to design a brand, logo, packaging and sales presentation.

The Action

Firstly, we registered the Millione name, then got to work on designing the brand and packaging. Subtlety was key with the logo, and we established a traditional Italian feel with an elegant, modern touch. We launched a website, complete with a ‘bottle-o-meter’ showing how much had been raised for Sierra Leone so far.

News of the Millione campaign spread through the grapevine as celebrities including Stephen Fry and Emma Thompson got on board. They professed their support for the ‘I am One in a Millione’ strapline in videos displayed on the Millione website.

The Results

Our sales presentation and the celebrity endorsement ensured the wine was made available at Tesco, Waitrose, Sainsbury’s and Morrisons. One million limited edition bottles went on sale, with £1 per bottle going to the Sierra Leone project. Not surprisingly, they sold out. Better still, the story gained a lot of attention in the drinks media, and the campaign has generated invaluable awareness for a worthy cause. On the back of this, Millione have now launched a full range.