Background: Over 65% of TOPS liquor store customers are women. Book Clubs are extremely popular in South Africa. Book Club meetings generally involve serving wine, which has stimulated interest in all things wine. This prompted the idea of launching a Facebook page called TOPS & TALES, where TOPS could talk to Book Club members on all matters to do with wine and the benefits of TOPS' extensive wine range.

 

Creative Concept: To launch the new TOPS & TALES Facebook page, we invited everyone to contribute to the world’s first Facebook book, called The Novel Novel. It was a success. And so we made it a real book. It seemed only fitting that a book born from wine should be printed in the very thing that gave it it's inspiration.

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Over 42 000 words, 141 writers, 32 artists and 3 cases of the 2011 Olive Brook Cabernet (exclusive to TOPS) were used to make this book.

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We sold the books at wine shows and gave them away as prizes on the TOPS & TALES Facebook page.

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Loerie Advertising Awards:

Silver - Service Design

Bronze - Publication Design