Fifth Leg: Operation Kerplonk

The wine market is often too stuffy and up itself. To stand out from the crowd, Margaret River winemaker Fifth Leg created "Operation Kerplonk" a Wine Amnesty of sorts, where you could swap inferior wine for a quality bottle of Fifth Leg, no questions asked. So they thought.Led by Don Spillane, Operation Kerplonk’s Chief Liason Officer, the campaign was in the style of those quietly threatening Government initiatives we all know and love.An educational video, personalized video outlining their wine crime, outdoor, a website, radio, and magazine ads all pointed people to the National Day of Action where over 3,000 bottles were swapped at Drop Zones around the country.As a final result, over 7,000 people were dobbed in to Fifth Leg.