Strut wines targets GLBT and diva crowds

Starting tonight, the new wine marketed to young fashionistas is taking paparazzi photos of pedestrians in an OOH execution designed to generate summer buzz.

Strut, a new Niagara Peninsula-based wine, is giving Torontonians the red carpet experience this weekend, paparazzi and all, to raise awareness of its new collection launched this month as ‘the wine with legs.’ A large photo wall branded with Strut logos will be placed in high traffic locations in Toronto (club district, Church Street) while ambassadors posing as paparazzi will encourage pedestrians to have their picture taken. Participants can go to the Strut Facebook site, linked on, to download their photo.

‘The execution is the perfect marriage of being on-strategy, on-budget,’ says Casey Howe, marketing manager at Vincor Canada. With names like Cab Couture and Red Over Heels, Strut was launched as a stylish brand for the cost-conscious, female-skewing millennials and Gen X-ers (aged 20 to 35), as well as the savvy and high-disposable income gay and lesbian community, Howe tells MiC.

Developed by Bos Toronto and Grassroots Advertising, the campaign will run every weekend (Thursday through Saturday) until July 11. Coupons for a free bottle of wine will be handed out to encourage traffic to the Wine Rack, where the drink is sold.