This campaign is a great example of promoting sustainable value businesses. The 100% Cork initiative basically aims to convince people to tell wineries and retailers that they won't purchase wines with artificial stoppers. Cork is a 100% natural, reusable and recyclable material! Wineries changing from cork to artificial stoppers are just going the wrong way. So those who are keeping it natural and sustainable should be rewarded by the consumers (in terms of preferences) also inspiring others to do the same.
And another fun video - "Sniff The Cork":