HUN Wine's 'The Worst Time to Launch a New Brand' campaign was launched in partnership with creative agency TBWA. The series of outdoor ads is attention-grabbing, humorous and addresses the alcoholic beverage brand's pandemic-related shortcomings.
Before the COVID-19 pandemic, HUN Wine planned to offer its product at festivals, planned to host a fun launch party and got ready to launch in supermarkets across the UK. Once the pandemic hit, its plans were all put on hold, thanks to a pause in public gatherings, events and the initial UK lockdown.
Despite of the brand's shortcomings, its sense of humor is prevalent with a brief that reads "While most would say this is the worst time to launch a new brand, we did it anyway with outdoor ads for no one to see." Some of the most fun messages featured on its billboards include "Did you see our advertising campaign? No didn't think so" and other tongue-in-cheek slogans.