The Grand Cork Experiment

The cork vs screwcap debate runs deep in the wine world. Clarion fought on the side of cork for The Portuguese Cork Association, with a campaign to increase preference for cork stoppers through positive media headlines.

We were challenged by the Portuguese Cork Association to improve UK consumers’ and wine trade’s perception of cork stoppers vs screwcaps, ultimately to increase demand for cork.

Our strategy is to demonstrate the premium nature, romance, provenance and value-adding qualities of cork.

We generated headlines by combining an experiential campaign with a scientific consumer study, overseen by an Oxford Uni experimental psychologist.  The Grand Cork Experiment was an immersive consumer event and study to prove that the sound, smell and touch of a cork enhances our enjoyment of wine.