We created a Chewmelier (think a ‘sommelier’, but for Wine Gums), a fake winery (Crown Your Mouth Estates), and rented out a booth at the Brockville Wine and Food expo. At the expo, our Chewmelier took unsuspecting people of all ages (all legal drinking age of course) through the proper steps of smelling and tasting wine gums as well as what sort of ridiculous things they could be paired with. We filmed all the interactions with a handful of hidden and not-so-hidden cameras, turned the 14-hour day into a 3 minute video and posted it online for the world to watch.

It’s not every day where you get to create a brand new word like ‘Chewmelier’. Before the campaign, if you googled ‘Chewmelier’, it showed zero results. Now there are 11,000. Our Chemelier booth was by far the most popular booth at the wine show. Even more importantly, once the video hit online, people took notice. Facebookers Facebooked, bloggers blogged and tweeters tweeted, resulting in a Maynards Chewmelier video with over 586,000 views on YouTube. We’re still waiting on the report on wine gums sales in Brockville, but we’re pretty sure they’ve broken all records.