BLOKE Takes Advantage Of Alliteration In McGuigan Wines Campaign

BLOKE Takes Advantage Of Alliteration In McGuigan Wines Campaign
Allan Stormon
By Allan Stormon



The new McGuigan Wines campaign created by BLOKE suggests if you want to bring a great quality wine – whatever the occasion – Bring a McGuigan.

If you want to impress – Bring a McGuigan.
If you want to look like you really know your wines – Bring a McGuigan.
If you want to show a little respect – Bring a McGuigan.
In fact, whatever the occasion – Bring a McGuigan.

“The alliteration will definitely help brand recall,” explained Mike O’Rourke, creative partner at BLOKE. “But it also positions McGuigan wines as the bench mark for quality and taps into a need for social acceptance.”

The TVC is based around bringing the right wine to a house party. With the online content videos expanding this idea into other occasions.

Discussing the new campaign, Scott Burton, marketing manager for McGuigan parent company, Australian Vintage Ltd said, “The McGuigan brand has fantastic momentum, enjoying unprecedented global growth over the past five years, not to mention continued and sustained success in prestigious international wine competitions. This is the next step in our strategic plan – driving our awareness on a global scale, and really engaging with the end consumer in a meaningful way.

“The ‘Bring a McGuigan’ campaign perfectly mirrors what the McGuigan brand stands for – fun, authenticity, playfulness and approachability. Communicating these attributes in a traditional wine advertising style, with the rolling hills, grape crushing and barrels, just wouldn’t have worked for our brand. We needed to do something slightly ‘edgy’ in order to help us stand out in a crowded marketplace.”

 




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