Case Study

Connected Packaging As A Two Way Channel

How brands collect 1st, 2nd, & 3rd party consumer data and collate user generated content with competitions

Products Connected


New Products To Market




The Challenge

Launching a new wine product line can be a challenging task for any brand. However, by leveraging the power of competition, brands can generate buzz, increase brand awareness, drive sales, and gather valuable customer insights. Evans and Tate wanted to take this approach when they launched their new Wild Cape product line, but needed support to deliver it in a meaningful, engaging, and seamless manner.

The Client:

Evans & Tate/Wild Cape

The history of Evans & Tate dates back to 1971 when John Evans & John Tate first planted vines in the Swan Valley. Wild Cape is a celebration of the raw beauty of Western Australia’s South West and is inspired by the spectacular coastline and distinct regional characteristics of Margaret River wine. In 1987 the Evans & Tate Margaret River Classic (Semillon Sauvignon Blanc) was first released. More than 30 years on, it remains the number-one selling Margaret River wine. The passion of our founders has endured, making Evans & Tate one of Australia's best-selling Margaret River wine brands. With state-of-the-art winemaking equipment and access to high quality fruit and oak, we craft wines that people enjoy, and lead by example with the quality of wines produced in Margaret River. The winemaking team continuously strive to craft elegant wines that exhibit distinct regional characteristics coupled with intensity of flavour.

Industry: Wine

Location: Margaret River, Western Australia

The Solution

The current retail landscape is highly competitive, and brands across different industries must continually innovate to meet evolving consumer expectations and attract and retain customers. Giveaways and redemptions have long been effective promotional tools, but they often come with logistical and operational challenges. Cellr recognised these challenges and developed a competition mechanic to remove barriers to delivering redemptions, while also providing brands with valuable data insights that can inform future marketing strategies and enhance the overall customer experience. Evans & Tate's Wild Cape wine range leveraged Cellr's competition engine, offering customers the chance to win an exclusive piece of artwork. Instead of the traditional proof of purchase requirement, Evans & Tate asked customers to share a photo of themselves enjoying their wines.

The result:

Strong engagement and user generated content

The results provide a strong case study for how a brand can leverage connected packaging for competition and direct-to-consumer engagement. With strong engagement rates, and even stronger scan rates for those products provided with a promotional neck card, Evans & Tate launched three new products and captured first-party data on their most highly engaged market. In addition, they now have a bank of user-generated images that could be harnessed for social media campaigns, and future content.

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