19 Crimes Launches Universal Monsters Halloween Campaign
The wine brand features glow-in-the-dark labels and a new short film in its global October 2026 marketing push.
Updated on Oct. 26, 2026 in Wine
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19 Crimes released a Halloween-themed short film titled Here for the Party to support its limited-edition Universal Monsters wine collection. The October 2026 campaign features glow-in-the-dark labels and augmented reality experiences available to consumers in the U.S., Europe, and Australia.
Why it matters
The marketing effort aims to bring the iconic characters off the bottle and into the consumer experience through a high-energy dance battle. By leveraging digital platforms and interactive technology, the brand connects its product to seasonal pop culture.
The campaign is currently available across retail markets in the U.S., Europe, and Australia. It features specialized glow-in-the-dark labels that provide interactive augmented reality experiences when scanned by a mobile device.
The players
Snoop Dogg
He is a prominent American rapper and media personality who founded the 19 Crimes wine brand.
Ezra Hurwitz
He is a professional filmmaker and director who oversaw the production of the Here for the Party short film.
The details
Directed by Ezra Hurwitz, the campaign film features professional dancers competing as classic Universal Monsters. The effort includes a Scream to Win contest promoted across connected TV, YouTube, TikTok, Pinterest, and Meta platforms.
Timeline
The Halloween-themed marketing campaign officially launched in October 2026.
Culture Shift
The use of augmented reality wine labels reflects a broader shift toward experiential retail where physical products serve as portals to digital content. This strategy capitalizes on the growing consumer demand for immersive brand narratives that blend traditional beverages with viral social media trends.
Consumers in the U.S., Europe, and Australia can find the limited-edition bottles in retail stores now. Shoppers should check for the glow-in-the-dark packaging to access the specific augmented reality features associated with the collection.
The takeaway
This campaign demonstrates how seasonal themes can be effectively used to keep established beverage brands relevant in a crowded global market. Readers looking to participate in similar brand contests should monitor official social media channels for entry deadlines.
Further reading
Explore more about how labels are evolving in the Wine section.
Source note: This article includes information reported by MediaPost.
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Do marketing campaigns featuring pop culture icons make you more likely to purchase a product?
