We ran a sliver of an ad along the spine of each Wine magazine, each month, for a full year. When stacked in sequence, the spines reveal the new Nederburg wine. It takes a whole year to get the message, but then the wine wasn’t made in a hurry either.

Although the Ingenuity range is a small and limited one, uptake was incredibly effective, the range sold out 100% within the second quarter of 2008, and an additional back-order for 2010 filled to capacity.