Chateaux Noir
Quality wine is a taste that often comes with preconceptions. Namely, we look for a hefty price tag. Our Live team was tasked by Lidl to create a series of ‘wine tasting in the dark’ events across the UK to help consumers discover that affordable real quality wine does, in fact, exist.
![Lidl](https://i2.wp.com/www.csm.com/us/app/app-uploads/sites/2/2021/10/Lidl.png?ssl=1&w=1500&quality=85)
What We Did
Laddering up to Lidl’s ‘Big on a Christmas you can believe in’ campaign, we created a narrative that would not only enhance brand fame, but also showcase Lidl’s wine in an immersive activation that drove quality perception and an increase in sales.
To do so, we transformed pop-up event spaces in three major UK cities; London, Manchester and Glasgow. Guests started in the ‘Discombobulation Chamber’ –a space which scrambled their senses, before moving through to the ‘Cellar Noir’ where the blind wine tasting journey commenced.
Hosted by Lidl’s Master of Wine, guests were served 4 sparkling wines and 4 red wines in total darkness by waiters wearing night vision goggles. The experience culminated in a surprise and delight moment, with each revealed to be listed Lidl wines available for under £10.
The Results
This type of experience was a first for any supermarket in the UK, with our Live team designing, building and managing the whole experience. It was named the Institute of Promotional Marketing Bitesize Campaign of the Year in 2019.
![Sam Faeirs and Vanessa Bauer and holding a giant christmas cracker prop in the Lidl Chateaux Noir room, with candy cane striped walls and festive decoration](https://i0.wp.com/www.csm.com/us/app/app-uploads/sites/2/2021/09/Lidl-gallery-6.jpg?ssl=1&w=2500&quality=85)
![Two women talking with wine glasses in their hands](https://i2.wp.com/www.csm.com/us/app/app-uploads/sites/2/2021/09/Lidl-gallery-3.jpg?ssl=1&w=2500&quality=85)
![A man smiles holding a bottle of wine in each hand with his arms outstretched to the camera](https://i0.wp.com/www.csm.com/us/app/app-uploads/sites/2/2021/09/Lidl-gallery-1.jpg?ssl=1&w=2500&quality=85)
![Ferne Mccann laughs with a bartender whilst holding a glass of red wine](https://i0.wp.com/www.csm.com/us/app/app-uploads/sites/2/2021/09/Lidl-gallery-10.jpg?ssl=1&w=2500&quality=85)
![A small room of people drinking wine and talking](https://i0.wp.com/www.csm.com/us/app/app-uploads/sites/2/2021/09/Lidl-gallery-5.jpg?ssl=1&w=2500&quality=85)
![Ferne Mccann and Sam Faeirs pose for the camera](https://i2.wp.com/www.csm.com/us/app/app-uploads/sites/2/2021/09/Lidl-gallery-20.jpg?ssl=1&w=2500&quality=85)
![A man and a woman talk whilst the woman is holding a lidl promotional leaflet](https://i1.wp.com/www.csm.com/us/app/app-uploads/sites/2/2021/09/Lidl-gallery-2.jpg?ssl=1&w=2500&quality=85)
![Vanessa Bauer wears a blindfold holding a glass of red wine](https://i0.wp.com/www.csm.com/us/app/app-uploads/sites/2/2021/09/Lidl-gallery-9.jpg?ssl=1&w=2500&quality=85)
![Sam Faeirs and a man wearing sunglasses indoors pose in the Lidl Chateaux Noir room, with candy cane striped walls and festive decoration](https://i2.wp.com/www.csm.com/us/app/app-uploads/sites/2/2021/09/Lidl-gallery-7.jpg?ssl=1&w=2500&quality=85)
![A Lidl waiter holding a tray of drinks](https://i0.wp.com/www.csm.com/us/app/app-uploads/sites/2/2021/09/Lidl-gallery-14.jpg?ssl=1&w=2500&quality=85)
![A man and a woman holding a giant christmas cracker prop in the Lidl Chateaux Noir room, with candy cane striped walls and festive decoration](https://i1.wp.com/www.csm.com/us/app/app-uploads/sites/2/2021/09/Lidl-gallery-8.jpg?ssl=1&w=2500&quality=85)
![The Lidl Chateaux Noir room, with candy cane striped walls and festive decoration](https://i1.wp.com/www.csm.com/us/app/app-uploads/sites/2/2021/09/Lidl-gallery-13.jpg?ssl=1&w=2500&quality=85)
![The external building, with a lit white neon sign reading Lidl Chateaux Noir in a circle](https://i2.wp.com/www.csm.com/us/app/app-uploads/sites/2/2021/09/Lidl-gallery-15.jpg?ssl=1&w=2500&quality=85)
![The Lidl Chateaux Noir room, with candy cane striped walls and festive decoration](https://i1.wp.com/www.csm.com/us/app/app-uploads/sites/2/2021/09/Lidl-gallery-12.jpg?ssl=1&w=2500&quality=85)
![The external building, with a lit white neon sign reading Lidl Chateaux Noir in a circle](https://i0.wp.com/www.csm.com/us/app/app-uploads/sites/2/2021/09/Lidl-gallery-16.jpg?ssl=1&w=2500&quality=85)
![Lidl leaflets in a display](https://i1.wp.com/www.csm.com/us/app/app-uploads/sites/2/2021/09/Lidl-gallery-17.jpg?ssl=1&w=2500&quality=85)
![Lidl wines displayed on the wall in floating glass cases](https://i0.wp.com/www.csm.com/us/app/app-uploads/sites/2/2021/09/Lidl-gallery-18.jpg?ssl=1&w=2500&quality=85)
![Lidl Logo on the front of a bar](https://i2.wp.com/www.csm.com/us/app/app-uploads/sites/2/2021/09/Lidl-gallery-19.jpg?ssl=1&w=2500&quality=85)
16%
Uplift in Wines Sales Through Campaign Period
12:1
ROI
2
National and 5 Regional Radio Features
286
Pieces of Editorial Coverage
16000
Servings Poured
£8446
Raised for NSPCC Through Ticket Sales