Upscale Aussie winemaker Penfolds – producer of Penfolds Grange among other reviving potions – and agency Leagas Delaney have decided it’s time to invade ‘gifting’ territory, hitherto mostly the property of champagne and spirits in the booze market.
So Penfolds launching a global gifting campaign, kicking off in Australia and New Zealand on September 6 when it’s Father’s Day (below) in the antipodes.
The campaign, called ‘Numbers Can Be Extraordinary,’ highlights the bin numbers of many Penfold offerings. The modishly bearded models were shot by French photographer Serge Guerand. The campaign includes print, online, social and in-store retail.
Penfolds global marketing manager Tammy Atlee says: “To extend our campaign into this universally emotional space presents a real and exciting opportunity for Penfolds across all our markets. We look forward to seeing it roll out internationally over the coming weeks.”
Most posh wine brands steer clear of advertising in case it will make them seem like a cheap blend. So full marks to Penfolds for being braver.
MAA creative scale: 7.5.