Taylors Wine Heat Up The Competition With Temperature Challenge Campaign

Non-Exclusive.  Event.  South Australian family winery Taylors Wines has today announced their new Optimum tasting temperature gauge today. 12 November 2015. In  Photographed by Dominic Loneragan. Accredit Dominic Loneragan
SHARE
THIS



It’s coming up to Christmas, and that means only one thing for Taylors Wine – it’s time to crank up their competitive edge. B&T’s Marketing Team of the Year have created a summer campaign to get Aussies consuming their wine at the ideal temperature, and it’s not exactly what you’d expect.

Clare Valley family winery Taylors Wines have crafted the ‘Taylors Temperature Challenge’, created by Taylors creative and strategy agency Mr Wolf, to educate consumers about chilling their reds and warming their whites to discover the benefits that perfect serving temperature makes.

“We’ve found that a majority of consumers aren’t aware of the impact that temperature has on wine, but many experts agree, it is the single most important factor to ensure it is being served at its very best,” chief marketing officer Cameron Crowley said.

“We hope to increase wine consumers enjoyment of wine through this campaign by giving them the tools to experience it at the perfect temperature, every time.”

To understand the significance of the problem, Taylors commissioned an IPSOS survey and found that 82 per cent of Australians are drinking their red wine at or above room temperature. Taylors then called on 27 of the leading food, drink and wine experts to understand the problem from an industry perspective.

The survey found that while care and attention is taken to serve wine at the right temperature in bars and restaurants, this often isn’t considered when drinking wine at home, especially during warmer months.

Over 90 per cent of the experts agreed that serving wine at the right temperature would not only improve the taste and aroma of wine, but lead to a greater appreciation of individual varietals. Taylors is making things easy with their innovative on-pack back labels featured on its Estate and Promised Land wines.

These touch-activated sensors change colour depending on the temperature of the wine, and by referencing the temperature guide next to the sensor, wine drinkers can know exactly when their wine is at the right serving temperature.

To experience the difference, consumers are invited to try the Taylors Temperature Challenge at home. They don’t need any gadgets or gizmos, just their favourite bottle of wine, a fridge and 30 minutes of their time: How to take the Taylors Temperature Challenge:

For red wine:

  • Pour a glass of red at room temperature and put the bottle in the fridge to chill
  • Taste the wine you’ve poured, note its different aromas and flavours
  • After 30 minutes, take the same bottle of red out of the fridge
  • Pour another glass of the chilled red and try the wine – compare the difference as the subtle flavours appear more balanced and pronounced

For white wine:

  • Take an already chilled bottle of white wine from the fridge and pour a glass, leaving the bottle out of the fridge to warm up a few degrees
  • Taste the wine you’ve poured and note its aromas and flavours
  • After 15 minutes, check the wine has warmed slightly
  • Pour another glass and try the wine – notice the difference as the fruit flavours are more prominent, balancing with the wine’s natural acidity

If consumers don’t have a bottle of Taylors Estate or Promised Land wine featuring the innovative optimum drinking temperature sensors, they are invited to register their interest through www.winetemperature.com.au to receive a free set of temperature sensitive stickers to use on any bottle of wine.

“We still haven’t met anyone who doesn’t immediately go ‘that’s a great idea’ when you explain why we added the sensors to Taylors bottles. And everyone who’s tested it says it really makes a difference,” managing partner of Mr Wolf, Tony Singleton said.

“Therefore, getting people to try it out for themselves is the trick, so we decided to compare correct serving temperatures with elements that people already believe make a difference to wine – like letting it breathe or age – before challenging them to take the test for themselves.”

The campaign is heavily integrated across a mixture of channels, with a focus on contextually responsive large format digital outdoor displays in Sydney, Melbourne and Brisbane and the Executive Channel Network (across national CBD office buildings).

Bourke Street Mall - Taylors OOH

The messages will be timed to key wine buying occasions, namely during after-work drive time and later in the week when alcohol purchases are top of mind, with statements such as ‘Warm weekend? Try a cool red’ or ‘To improve a red, cellar for years or chill for 30 mins.’

Taylors will also amplify their message through radio with key partners Nova Entertainment and Macquarie Radio Network in the lead up to the entertaining season. The radio campaign will be integrated through digital with online giveaways and on-air tastings. There will be massive digital presence for the campaign through digital display, video pre-roll, social media and content seeding and amplification.

Taylors will also engage digital influencers through the #tempchallenge hashtag, inspiring consumers to take the challenge for themselves. Eye-catching retail displays have been designed to bring the campaign to life in the in-store environment.

Taylors first brought the temperature story to consumers in 2015 with a campaign that saw the small family winery be recognised for marketing team of the year by B&T Magazine and the Australian Marketing Institute, along with a trophy from the Effies in the beverage category.

The campaign will continue throughout the summer drinking and entertaining season.

Campaign credits:
Client: Taylors Wines
Strategy and Creative: Mr. Wolf
Public Relations agency: Liquid Ideas
Packaging design: Denomination
Label printing: Collotype
Media: Custom Media
Digital and website: GHO

Please login with linkedin to comment

Latest News

Why The “No” Campaign Is Just One Long Slippery Slope
  • Opinion

Why The “No” Campaign Is Just One Long Slippery Slope

Not exactly your typical marketing/media piece, but here playwright Ron Elisha (pictured below) explains the damage done by the “No” campaign and the now infamous skywriting on a recent blue-sky Sydney Sunday… My daughter is crying. It’s not that she’s fallen over and barked her knee. Nor is it the trauma of immunization, or the […]

Opinion

by B&T Magazine

B&T Magazine
QMS Goes West With ‘The Leeder’
  • Advertising
  • Media

QMS Goes West With ‘The Leeder’

QMS Media continues to expand its digital portfolio across Western Australia, switching on an iconic billboard in the heart of Perth. Following the launch of two new digital billboards in the major WA regional centres of Bunbury and Kalgoorlie in recent months, ‘The Leeder’ further delivers on QMS’ digital expansion strategy out west. Positioned at […]

PR Firm Text100 Wins NetApp Account For APAC
  • Marketing

PR Firm Text100 Wins NetApp Account For APAC

Global marketing communications agency Text100 has announced it been appointed by data management company NetApp to drive its brand transformation effort across the Asia-Pacific (APAC) region. Following local competitive pitches conducted across the region, Text100 has been appointed as the APAC lead agency out of Singapore, and as the local agency of record in Australia, […]

MFA Awards 2017 Winners Revealed!
  • Advertising
  • Marketing
  • Media

MFA Awards 2017 Winners Revealed!

B&T once again donned the tux, applied the Brut, and primed the liver for last night's MFA Awards in Sydney.

Concrete Playground Launches Voice-activated Nightlife Guide With Google Assistant
  • Media
  • Technology

Concrete Playground Launches Voice-activated Nightlife Guide With Google Assistant

Digital publisher Concrete Playground has unveiled a new app that helps Millennials plan their night out using voice control – the first of its kind to become available in Australia. Concrete Playground’s Guide to Tonight now works with Google Assistant, making it available on a range of Google devices and helping people to decide what […]

Digital Agency Inlight Secures Two Key Client Wins
  • Marketing
  • Technology

Digital Agency Inlight Secures Two Key Client Wins

Independent agency Inlight has announced it has won the digital account for Benetas, a not-for-profit aged care provider in Victoria. Following a competitive pitch process, Inlight was chosen to handle Benetas’ new website design, build and ongoing optimisation. Richard Barker, marketing manager at Benetas, said: “We wanted an agency that could be our true digital […]

AMI Awards 2017 Winners Revealed!
  • Marketing

AMI Awards 2017 Winners Revealed!

With almost 30 awards handed out, B&T predicts plenty of numb bottoms at last night's AMI Awards in Melbourne.

Clems Sydney CEO Andy Pontin Quits
  • Advertising

Clems Sydney CEO Andy Pontin Quits

Sure, B&T flashed the news of Andy Pontin quitting this morning. White lies aside, he's actually still got six months.

by B&T Magazine

B&T Magazine
Adobe MAXes Most Creatives In A Room Record
  • Advertising
  • Media

Adobe MAXes Most Creatives In A Room Record

B&T's journo is reporting live from the annual Adobe Summit in Vegas. Although, "reporting" is somewhat of a stretch.

Opinion

by David Hovenden

David Hovenden
Digital Women’s Network & The Australian College Of Marketing Unveil Latest Short Courses
  • Marketing

Digital Women’s Network & The Australian College Of Marketing Unveil Latest Short Courses

The Australian College of Marketing is collaborating with the Digital Women’s Network to bring new short courses aimed to provide the latest skills across all aspects of the Digital landscape, kicking off in Melbourne and Sydney in 2018. Course content will focus around various topics related to the digital marketing landscape. All courses will run […]

Man working at office desk, looking at computer and scratching head
  • Technology

Where Are Digital & Tech Skills & Salaries Headed?

The rapid pace of technological change in the digital sector is seeing demand for those with the right skill sets outstrip availability, both locally and globally. The individuals who have kept their skills up to date are being well-rewarded financially. Now, Digital + Technology Collective’s expanded annual Skills and Salary Survey will put some numbers and context […]

Disney & ESPN Unify Sales & Partnerships Teams
  • Advertising
  • Marketing
  • Media

Disney & ESPN Unify Sales & Partnerships Teams

Disney and ESPN have formed an even closer bond, announcing a new alignment of the two properties through their media sales and partnerships teams. Instead of entering through three doors, Disney ESPN Media Sales & Partnerships will give media buyers and marketers a refined, singular point of entry for Disney, ESPN Digital and Maker. Nik […]

by B&T Magazine

B&T Magazine
Sydney Start-up Muzaara Partners With Commission Factory To Turbocharge Digital Ad Spends
  • Advertising
  • Marketing

Sydney Start-up Muzaara Partners With Commission Factory To Turbocharge Digital Ad Spends

Sydney-based adtech start-up Muzaara has announced a new strategic partnership with performance marketing platform Commission Factory. Together, Muzaara and Commision Factory are providing SMEs with a secret weapon to skyrocket their online brand visibility and effectively manage and maximise their online advertising campaigns. This partnership will allow both online marketing companies and their impressive roster […]

Kellogg’s Creates AR Halloween Trick Or Treat Experience Via Shazam & Orchard
  • Campaigns
  • Marketing
  • Technology

Kellogg’s Creates AR Halloween Trick Or Treat Experience Via Shazam & Orchard

Breakfast cereal manufacturer Kellogg’s has joined forces with Shazam and digital agency Orchard to deliver a first-of-its-kind augmented reality (AR) Halloween Trick or Treat experience for families. The campaign, which leverages Shazam’s visual recognition platform and recently-launched AR platform, sees Kellogg’s pilot the replacement of physical gifts in cereal packs with a digital experience that […]

Kraft Heinz Appoints Cummins&Partners As New Creative Agency
  • Advertising

Kraft Heinz Appoints Cummins&Partners As New Creative Agency

Kraft Heinz today confirmed the appointment of Cummins&Partners as its new Creative agency after an extensive pitch process. They will be responsible for brand strategy and integrated creative across the expanding Kraft Heinz portfolio including Kraft, Heinz and Golden Circle. A Kraft Heinz spokesperson said: “After an exhaustive search involving a competitive pitch, we have made […]