Vinegar is a great product with amazing qualities. But nowadays, the choice is functional and it doesn't matter the brand or the quality of the product.

As the most ancient and traditional Portuguese vinegar brand, Cristal felt the responsibility to elevate the category as a whole, highlighting how vinegar is a natural product that has much more value than people think. To show that a touch of vinegar makes everything precious, Cristal wanted to create a local project on a small budget that could make a big organic impact. And that is how this Limited Edition Jewellery Collection emerged.

Being the most ancient and traditional Portuguese vinegar brand, Cristal wanted to remind its broad audience - both new generations and old ones - that vinegar is important for our cuisine.

To create the first Limited Edition Jewellery Collection made with vinegar, we went deep into the name Cristal (the Portuguese word for crystal) and found that by pouring vinegar on stones and leaving them in the right conditions, unique crystals emerge. So, to show consumers that a drop of vinegar makes everything precious, Cristal created the first Limited Edition Vinegar Jewellery Collection, and offered the jewels to Portuguese cuisine and lifestyle personalities.

With the help of these influencers, PR work, and a set of three mini documentaries telling the story about the creation of this collection, the news spread. And, for the first time, vinegar appeared in media dedicated to fashion, lifestyle & arts.

Cristal wanted to be the one to drive change. So they searched for a way to change the local perception about vinegar with a symbolic action, on a tight budget, capable if generating organic discussions. And capable of showing once more that vinegar is a valuable product.

For this, Cristal created a Limited Edition Jewellery Collection made with vinegar crystals to amaze the audience and, especially, the Portuguese cuisine and lifestyle influencers that were offered the jewels. The influencer generated content and PR strategy played a big role in deepening and expanding the story to make it even more appealing for all sorts of media.

To create this Limited Edition Jewellery Collection, we invited Cristal's chemical engineers to test and create the crystals, by putting vinegar in contact with stones in the right conditions. This was a 100% natural process.

With these crystals in hand, we invited an upcoming jewellery designer specialised in organic design. Inspired by nature, the designer started to craft the collection.

After the collection was ready, we selected a group of cuisine and lifestyle influencers for a special event, where they were offered the jewels.

On their social networks, they posted about the jewellery and the noble characteristics of vinegar. In parallel, a set of three mini documentaries was created to unveil the backstage of this project on Cristal’s social media. Finally, with the help of PR we were able to change the perception about vinegar, taking the discussion about vinegar’s value far beyond the kitchen.

Cristal had a 330% increase in sales on the premium-range products and, for the first time, vinegar appeared in Portuguese media dedicated to fashion, lifestyle & arts.

The media buzz around the project led to organic appearances on international outlets, and boosted the brand’s social media channels: more than 80K views and more than 10K likes, reaching around 1M people in social media, which is relevant, considering that Cristal’s social networks sum up to only 10K people.

The results surpassed expectations, especially when the budget was only 15K.