Cashmere created a 360 campaign, in partnership with Snoop Dogg, that introduced 19 Crimes’ Cali Red — and set the new standard for product launches.

The Challenge

Since its debut, 19 Crimes has been a rule-breaking success story. But after years of sustained growth among loyal fans, 19 Crimes wanted to connect with new, diverse wine drinkers — and reach over 3 million cases sold in its next chapter of growth.

The Insight

Modern Crimes for Modern Times

19 Crimes always challenged wine-culture pretentiousness and had a rebellious attitude that conspired against the status quo. Its DNA is made of stories about rule breakers, culture disruptors and those who rose from adversity. Now, with Snoop Dogg, it can inject West Coast swag into the wine world and have a stake in creating wines with modern defiance.

The Idea

The Taste of Redemption

To launch Cali Red and Cali Rosé, Cashmere partnered with modern-day defier Snoop Dogg to tell his life story and introduce him as the newest member of the 19 Crimes family.

This integrated campaign included social, broadcast, AR experiential, PR, OOH, radio, audio streaming and influencer marketing — which led to 19 Crimes receiving its highest social engagement of all time, all while sales skyrocketed. Influencers like Swizz Beatz, LaKeith Stanfield and David Simon received one-of-a-kind dog houses they shared on social; and we even made an appearance on Snoop and DMX’s Verzuz.

We also created 19 Crimes’ first-ever broadcast spot and interactive AR experience, where fans could “Ask the Doggfather” and hear Snoop’s notes of advice.