The creative solution was innovative on many levels. Firstly the idea of writing with wine gives the feeling of bonding on a higher, emotional level. Secondly, the receiver could instantly use the pen to fill the order as if he made the decision of business partnership with Casa Mariol. And what's more - the ink was based on winery's best Cabernet Sauvignon so it also works as a sample of the product itself.

91% increase in sales compared with the previous month after the campaign was released in January. Making off film went viral and was wildly discussed around wine and marketing blogs. Financial Times named it a ”bold campaign” and HuffingtonPost described it as “insane or genius”. This case was also mentioned in popular wine magazines as: Terre de Vins, La Vigne and others