Treasury Wines
Cali By Snoop
The brief was simple: Make the 2 Of Amerikaz Most Wanted launch a cultural moment that can’t be ignored.
Idea
To honour the legacy of his late friend Tupac Shakur, Snoop Dogg partnered with Treasury Wine Estates develop 2 of Amerikaz Most Wanted - a limited availability wine highlighting two of the world’s most iconic rappers. Treasury came to The Romans to tap into pop culture to tell a dynamic story that nobody was expecting.
We developed a layered, surgical media relations plan that taps into pop culture and the enduring love for both Snoop Dogg and Tupac to tell a nuanced, dynamic story about a profound friendship that transcends.
- 206
- pieces of earned coverage
- 1.86bn
- impressions
- 22
- social placements
- 50M+
- followers reached
- 46
- broadcast hits
