The winery that brought Sauvignon Blanc to New Zealand has relaunched its brand in a move that aims to communicate that Matua is made by the ‘Real New Zealand’.
The relaunch for Matua, part of Treasury Wine Estates, was developed by Moon Communictions Group.
The relaunch saw Moon create a new typeface for the brand, with three local NZ artists commissioned to create work which expresses what NZ mwans to them. Each of the pieces are used a backdrop to the campaign which includes online, outdoor, instore and press activity.
Adam Prentice, Matua’s global brand manager and vintrepreneur, said the “striking new brand purpose will enable us to take our brand story to the world”.
“It’s hard to separate New Zealand and Sauvignon Blanc these days, but we want to remind consumers that not only were we the first to put them together, but we’re still breaking new ground,” he explained.
“Because of this, we certainly didn’t want to become just another generic NZ wine brand that got lost amongst the more established competitor set. Moon absolutely nailed the development and execution of our Real New Zealand positioning. Not only did our internal stakeholder embrace the refreshing new brand direction, our customers, consumers , and even competitors are sitting up and taking notice of us.
“You simply cannot miss the bold look and personality our communications deliver, whether in-store, outdoor, in print or on-line. Our new look is already having a phenomenal impact on our brand awareness, which has increased by more than 300% since it was last measured. This is just the beginning and we are excited about working together on phase 2 of the plan, painting the world teal!”
The new Matua brand is now live in Australia and NZ, and will roll out in the UK, Nordics and US 2014.