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Here’s a great story from Hugh Macleod at Gappingvoid.

Earlier last year (May 2005), Hugh organised to send out a free bottle or Stormhoek to anyone who has a blog that they have been writing for at least 3 months.

Just like Jo Jaffe’s “Use New Marketing to Prove New Marketing” offer, bloggers were able to write positive or negative comments about the wine. Some of the blogs can be read here.

Stormhoek has a corporate blog which I think opens up the company and helps consumers identify with the people behind the brand. The results for Stormhoek was a very much a disruption in perception both inside and outside the Stormhoek company, which I think has in turn led to the doubling of actual sales.