News

Poco Vino has launched a bold, fully integrated marketing campaign across Hong Kong, headlined by a full tram wrap that has transformed one of the city’s most iconic transport landmarks into a moving showcase for the brand. 

As the hero activation of a six-week out-of-home campaign, the tram is delivering strong visibility across Hong Kong’s key lifestyle districts, bringing Poco Vino’s vibrant, social identity into the rhythm of everyday city life and building brand awareness among consumers. 

The campaign was officially launched with a ribbon-cutting ceremony attended by Australian Vintage’s Head of Asia, Kate Williams, alongside key retail and distribution partners from DFI Retail Group, Black Type Distribution and Nimbility. 

“The Hong Kong tram was the perfect platform for Poco Vino. It’s one of the city’s most recognisable cultural icons, and it gave us an opportunity to showcase the brand in a way that feels energetic, social, and impossible to miss. The scale and visibility of the activation perfectly reflects Poco Vino’s vibrant personality.” – Kate Williams, Head of Asia, Australian Vintage.  

Supporting the out-of-home campaign is a curated mix of influencer partnerships, PR activity and community-led activations designed to drive discovery and position Poco Vino at the centre of Hong Kong’s social and cultural moments. 

At a grassroots level, Poco Vino has partnered with local lifestyle platforms and collectives including Flowga, Love Hair, DBDB Training, and She Runs Collective to deliver a series of intimate, community-led activations spanning fitness, beauty, and wellness. These collaborations include event partnerships, sampling moments and social content creation, reinforcing the brand’s positioning as social, accessible and naturally embedded within modern urban lifestyles.  

Additional community activations are planned throughout the coming months, continuing to build momentum and deepen the brand’s local cultural relevance.  

The campaign extends into an integrated omni-channel retail rollout across DFI Retail Group touchpoints, including in-store visibility, digital integration, social platforms and retail media. Poco Vino is also integrated into the ‘Yuu’ rewards app, increasing brand discovery and strengthening the path to purchase.   

In-store execution remains a key pillar of the campaign, with branded fridge units, floor displays, and enhanced shelf presence designed to maintain strong visibility at point of purchase and reinforce the campaign’s broader visual identity across retail environments. 

“This campaign was designed to connect every stage of the consumer journey,” said Francesca Martin, Founding Partner and CMO at Nimbility. “From large-scale city visibility through to influencer engagement, community partnerships, and retail integration, each element plays a role in building both awareness and cultural relevance for Poco Vino in Hong Kong. The objective is not simply visibility, but meaningful integration into the city’s modern lifestyle occasions.”