Can Makers’ campaign wins gold at the PRide Awards

The Can Makers has won gold for Best Low Budget Campaign at the Chartered Institute of Public Relations’ (CIPR) 2021 PRide awards.

The award recognises the success of the “helping wine lose its bottle” campaign, overseen by PR and communications agency Pelican Communications, which aimed to convince wine brands and consumers of the beverage can’s status as a premium alternative to traditional packaging formats.

The campaign centred around the bringing together of a panel of established wine experts to review the quality and benefits of canned wines. With wine-expert and TV personality Ollie Smith hosting, the event was held remotely via zoom due to COVID restrictions, with each panel member shipped a branded presentation box of samples to taste remotely.

The resulting footage not only provided content for the Can Makers’ website and social media, but an opportunity to reach new audiences through the panellists’ own channels.

The CIPR described the initiative as: “A methodical approach and well-delivered campaign, with great creative collateral, that created a buzz and discussion among influencers; generated good levels of coverage; and helped drive attitudinal change in a difficult sector to change.

The PRide awards highlight the best PR campaigns from across nine UK regions and are the nation’s leading regional PR awards.