A person with tattooed arms and hands resting on a wooden surface, holding a dark bottle of wine with a vintage style label featuring a man’s portrait. The person is wearing rings and a bracelet, with a striped long sleeve shirt rolled up at the elbows.

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19 Crimes -

The Cl(ink)

BRIEF

Drive trial and ultimately, purchase, of 19 Crimes through a PRable sampling execution that reflects the brand’s disruptive and rebellious DNA and amplifies the nationwide ‘19th Cork’ on pack promotion.

EMOTIONAL TRIGGER

Tattoos are historically synonymous with rebellion and East London is a hub for tattoo enthusiasts.

OPPORTUNITIES TO STIR

Stir worked with tattoo historian to comment in prison tattoo iconography. 

Stir engaged famous tattoo artist, Delph Musquet and 3 other artists, to create 18 designs inspired by the historian’s research.

Stir Launched the CL(INK) popup tattoo containing a clue to the ‘golden ticket’ location, linking with the on pack promotion.

We delivered a listing sell-in for the pop-up, interview placements for Delph and a media partnership with The Nudge. We engaged 8 x influencers to get tattoo and shared with followers. 

A tattoo artist is tattooing a person's arm while lying on a black work surface. The artist is wearing black gloves and using a tattoo machine. The artist has tattoos and is wearing a white shirt and a silver chain. The client is wearing khaki clothes and has tattoos on their other arm. The environment appears to be a tattoo studio.

RETURN ON EMOTION

50M+

Reach

84%

Bookings made within 24 hours of launch

120

Visitors left with a tattoo

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