Arterra Wines is catching a summer contesting wave, putting two brands under one umbrella – or, rather, one paddleboard.

The wine maker enlisted agency partner Bob to help orchestrate an advertising campaign for its summer-flavoured products: dragon fruit for Nicolas Laloux and red sangria for Svelte.

The objective is to generate interest amongst consumers, to engage with them and encourage spontaneous buying by standing out in store in a big way, says Rachel Ladouceur, director of product, brand and growth marketing for Arterra. The company is doing that with a massive piece of retail theatre, opting for bright and vivid pastel summer tones.

“We know wine-based refreshments are in high demand over spring and summer and so having an impactful display in the shopper journey is the key,” Ladouceur says. “Joining forces makes it even more powerful.”

Ladouceur tells strategy that although those two brands are very differentiated, one offering low-sugar, low-calorie and low-alcohol and the other offering sweet full flavored, they meet the consumer’s need for seasonal refreshment.

The shopper program is one of the largest Arterra has run, and it has already paid dividends, the winery says, generating a lot of excitement.

“The magic is really in the alignment between influencer program, social support, contest, in-store displays and necktages and the new innovation,” Ladouceur notes.

Prior Bob work for the Nic Laloux brand was built around enticing Gen Z consumers with vintage POS, capturing the urban/bohemian market with pastel colours and a cycling giveaway, laddering back to Nic’s old-timey bicycle logo.

“The bicycle reinforced the brand essence of Nic Laloux,” Ladouceur says, cutting through the clutter. “Each time we do these bold executions, our merchant partners are pleased and ask again, another sign of concrete results in addition to the ROI.”

By contrast, typically, for the better-for-you Svelte brand, Arterra activates in stores over the months of January and February, when moderation and New Year’s resolutions are top of mind.

The target for both brands is female-centric, going after an active consumer between 18 and 40, who is also a cocktail aficionado.

The materials have simple messaging: all you have to do is scan a QR code and register to have a chance a win a paddleboard. The message is being amplified through social as well.

The paddleboard giveaway is a cross-banner promotion at Quebec stores like IGA, Provigo and Metro until July 31.