Jacob’s Creek says ‘Bring Your Australian’ in new global campaign via Cummins&Partners, Sydney
Jacob’s Creek has unveiled its latest global masterbrand platform, ‘Bring Your Australian’ via Cummins&Partners Sydney, at its pop-up restaurant on Bennelong Point, overlooking Sydney Harbour and the Opera House.
Championing a more contemporary, globally relevant Australian spirit, the platform is supported with a striking new identity, and a fresh colour palette inspired by modern Australia. The ‘Bring Your Australian’ platform is the start of a new era for the brand, bringing all its wines under a single masterbrand identity.
The platform was brought to life at the launch event with three Australian storytellers sharing how their spirit and where they came from had shaped their lives. Chef Louis Tikaram spoke about his rise to culinary fame in Los Angeles with his restaurant EP & LP, and provided the menu for the evening. Adventurer Justin Jones shared his tales of conquering the wild, whilst five-time ARIA winner Katie Noonan serenaded the event with her dulcet voice.
In research for the platform, consumers told the brand that Australians are envied for their life-loving spirit. ‘Bring Your Australian’ asks consumers to embrace Australian contemporary behaviours and beliefs, no matter where they are in the world and that Jacob’s Creek is a brand that is built upon the values demonstrated in our heritage, traditions, products and culture.
Says Derek Oliver, global marketing director, Jacob’s Creek: “‘Bring Your Australian’ is about connecting consumers around the world with what they love most about Australia – its people, spirit and love of life, and we are inviting them to join in this way of life with Jacob’s Creek.
“When consumers bring a bottle of Jacob’s Creek to share, they are bringing more than a wine, they are bringing the warm, generous, life-loving attitude that is inherently Australian but can be experienced by anyone.”
Says Dan Swincer, chief winemaker, Jacob’s Creek: “As chief winemaker, I guide the style and quality of every bottle of Jacob’s Creek wine that is created. That’s approximately 1.7 million glasses of wine enjoyed daily across the world. It’s always humbling to think that what you work on each day is enjoyed by so many people around the globe.
“It is one of the reasons that Jacob’s Creek has always delivered exceptional quality for every consumer, at every occasion and every price point across the world. It’s always a proud moment when our wines win wine show awards, and we’re proud to have represented Australian winemaking by winning over 8,000 accolades in the past 40 years.”
The new platform is a rally cry for wine lovers across the world to ‘share their inner Australian’ and enjoy Jacob’s Creek and will unite the brands marketing across its 80 markets.
12 Comments
the client bought the manifesto again.
vaguely inspirational manifesto script + mood video of people enjoying life with the product + tag line with grammatical twist = ad
Nice positioning line.
It doesn’t get more Australian than a diverse group of people getting blind on cheap piss. Bravo.
Who has this account?
Nice positioning line? Haha. It’s terrible. God awful work.
@RD
What work have you done lately that is better..and even qualifies you to have an opinion?
I actually like it too. And will only ever comment positivemy under the privilege of anonymity. Rather than your instantly discounted opinion. Get.some breakfast have a coffee and feel happy to live in Australia..
Don’t make me puke.
“When consumers bring a bottle of Jacob’s Creek to share, they are bringing more than a wine, they are bringing the warm, generous, life-loving attitude that is inherently Australian but can be experienced by anyone.”
Is this the life-loving attitude that has turned this country into a conservative zone riven by fear, easily duped by fear, and voting in governments that have honed an anti-Jacob’s Creek view of life?
Can’t wait to join that table.
It’s a pretty “meh” script (even for a visual manifesto spot)…but the tagline is cool.
take it easy agency creatives.
I find this hard to swallow, it feels like an old 80s piece of piss.
Pass me a beer so I can wash the bad taste out of my mouth.
You poor little lefty. Hateful of even admitting that we live in a great country. The left use fear as the tactic. I think you are just a jealous whiny little snipe.
If we’re going to get all political….
Australia has its own issues…but where doesn’t? UK….hmm. US??? France, Germany, Turkey, Columbia?
C’mon
It’s the not the world you live in, it’s how you live in the world