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    • Sopexa
    • On Wednesdays, we drink Provence!

    On Wednesdays, we drink Provence!

    With bars, restaurants and meeting places closed in the vast majority of countries, how can our clients reach consumers when their access to our clients’ products is restricted? Even though lifestyles and consumption habits have been somewhat shaken up, our actions are adapting and evolving to put your products in the hands of your audiences, in their homes!

    Sopexa designed and implemented a multi-country digital campaign for Vins de Provence, bringing together several actions using social networks, influence marketing, trade collaboration… All the ingredients were there to help professionals engage consumers in the United States, Canada, Germany, China and Japan.



    Focus on the “On Wednesday, we drink Provence” consumer campaign in Canada

    In order to maintain the spirit of conviviality promised by Vins de Provence while physical contact is restricted, Sopexa conceived a digital campaign to bring consumers closer together while respecting health guidelines: On Wednesday, we drink Provence!

    Every week during the summer, Canadian consumers had the opportunity to meet with lifestyle and wine influencers for themed Instagram live events as they (virtually) shared a glass of Vins de Provence rosé.

    Among the topics discussed was a gastronomy-based segment, “Rosé all the way”, the key to drinking rosé in style, and even some glamping tips.

    To support the industry, the wines presented were carefully chosen to show the diversity of Provence wines, all while supporting sales of this category in Canada’s distribution network. In addition, the organizers of these weekly meetings were sommeliers, a profession seriously impacted by the current public health situation.

    To bring the public into the campaign, Sopexa used the hashtag #wellalwayshaveprovence, developed by Vins de Provence to support the wine industry; Canadians were able to use the hashtag to find all the brand and influencer content related to this campaign.

    But that’s not all! With the goal of creating an immersive and coherent experience for consumers all around the world, Sopexa also designed over 40 stickers and GIFs, as well as 4 Instagram filters using augmented reality or illustrations, under the “Wines of Provence” banner. These creations, which reinforced the Vins de Provence lifestyle, have generated a real craze on social networks.


    In Canada, this campaign generated more than 249,000 impressions for Instagram live events and related content. The stickers and GIFs that were developed have been seen more than 21 million times since they were published online.

    Sopexa guides its food & beverage clients through actions that include the creation of social content and setting up digital aperitifs. Contact us to learn more about our digital offers.