Pernod Ricard and Initiative Studio have launched “Taste Life on the Flipside” for Brancott Estate’s Winemakers’ newest wine varieties.
The campaign idea had its genesis in 1975 when Brancott Estate planted the first sauvignon blanc vines in Marlborough, New Zealand. This was an iconic moment as it flipped a convention that said Marlborough was only good for sheep farming. Brancott Estate then opened the first winery in Marlborough, which is now recognised as a globally renowned wine region.
Initiative Studio has been leading the brand’s new marketing and advertising tone of voice and aesthetic, which includes clever and relevant Kiwi word-play, combined with design cues derived from Brancott Estate’s new-look classic,flight and sparkling ranges. This new look and feel has more recently continued through the launch of their new premium range, Brancott Estate Reserve. The campaigns appear in Out of Home, Digital and Social.
Since its new brand repositioning, including a packaging overhaul across the entire range and Initiative Studios’ new creative finesse, Brancott Estate sales have seen double-digit growth above the category and accelerated growth of 18% growth during the campaign period.
The new packaging and marketing look and feel has also recruited new consumers to the brand by trading up consumers from the $10 price bracket who contribute to the steady growth.
As a result, Initiative Studio is already planning new phases of the campaign for the latter half of the year.
Creative Agency – Initiative Studio
Head of Studio – Olivia Warren
Creative Director – Shanan Goldring
Strategy Director – Nicole Bouquet
National Client Director – Sam Pierson
Account Associate – Belle Healy
Senior Designer – Danny Martinez
Creative – Jacob Abi-Arrage
Client – Pernod Ricard
Global Marketing Director – Eric Thomson
Senior Brand Manager Wines (AU & NZ) – Amy Miles
Brand Manager for Commercial Wines NZ – Fabian Claveria