“Snoop” hits streets of Melbourne promoting wine brand 19 Crimes x Cali By Snoop in epic stunt via Bolster, TWE and Splash

Can the real Snoop Dogg please stand up? Snoop’s doppelgänger, Eric Finch took to the streets of Melbourne in the lead up to the Grand Final to promote the wine brand, 19 Crimes X Cali by Snoop. Melbourne experienced a day of double takes, as what looked to be one of the world’s most iconic rappers soaked up the Melbourne footy spirit – creating a frenzy of surprise and delight moments with passersby.

This campaign brought to life by Bolster, Treasury Wine Estates and in-house agency Splash, saw “Snoop” hit up iconic Melbourne hot spots in his “Cali by Snoop” branded Cadillac, including Chapel Street, Beach Parade and BWS drive-through bottle shops (where he stocked up on wine for the big game of course).

Content spread and word travelled fast as the King of Long Beach got to know the streets of Richmond and beyond. All was finally revealed at the famous Corner Hotel as doppelgänger Eric Finch made himself known on Triple M’s The Rush Hour as the real face behind the day’s activity.

Those who got a snap with “Snoop” went in the running to win tickets to the real Snoop’s post Grand Final ‘Encore’ DJ Performance at Miss Collins, hosted by 19 Crimes X Cali by Snoop.

“We saw this as a great opportunity to connect with culture and make 19 Crimes X Cali by Snoop top of mind for Grand Final party refreshments,” says Laura Pennycuick, Marketing Manager, ANZ.

“We only had access to the ‘real’ Snoop for an hour, so we did the next best thing! This has been a bit of a miraculous campaign and it only happened because Treasury Wine Estates were brave enough to roll the fluffy dice,” said Bolster’s GM of Marketing Solutions Darren Levin.

The stunt ran in conjunction with OOH activity featuring Snoop encouraging all to toast to the biggest day on the footy calendar. And like the stunt, the OOH was predominantly seen throughout Melbourne’s footy crazed suburb of Richmond.

“This was a campaign designed to hit many touchpoints over Grand Final weekend. Bolster were amazing partners in helping to maximise the moment Snoop was in town”, said Phil van Bruchem, Creative Director at Splash.

After the Grand Final, the real Snoop took to the stage at Miss Collins playing an intimate ‘Encore’ performance hosted by 19 Crimes X Cali by Snoop for a VIP guest list. Media, influencers, and footy stars were spotted in the crowd, and so too was the other star of the weekend, Snoop’s doppelgänger, Eric Finch.

Treasury Wine Estates
Laura Pennycuick – Marketing Manager ANZ
Georgie Ingram – Brand Manager
Zoë Tostevin – Senior PR & Partnerships Manager ANZ
Ari Wytwornik – Marketing Manager Digital and Social
Fernanda Lopes – Head of Global and Innovation

Phil van Bruchem – Creative Director (Splash)
Tom Opie – Creative Director (Splash)

Hayley Sparshott
Head of Business Management (Splash)
Elsa Beaumont – Agency Director (Splash)
Marni Burger – Design Director (Splash)

Bolster
James Clarke – CEO
Darren Levin – General Manager – Marketing Solutions
Alex Light – General Manager – Client Partnerships
Erin Flanagan – Head of Project Delivery
Hannah Docherty – Senior Creative Project Manager
Jemma Hollway – Social & Content Lead
Rachael Hart – Marketing & Creative Specialist
Hannah Nickels – Senior Producer

Common State
Luke Mckinnon – CEO
Emma Costello – General Manager
Alice Lewinsky – Communications Director
Caitlyn Miles – Account Manager
James Morris – Videography & Photography