Pernod Ricard is launching a big and bold integrated campaign via Cummins&Partners for one of its wine brands.
The Campaign is for I AM GEORGE, which launched in 2017 as an answer to consumers wanting something new and different in the traditionally conventional wine sector.
The Campaign cements the wines positioning by acting differently in the new campaign “I AM BOLD, I AM GEORGE”.
The campaign coincides with the 2019 federal election.
With the brand’s above the line campaign “‘I AM BOLD’, I AM GEORGE” draws an irreverent comparable between how Aussies collectively feel about the election and their taste in wine.
The billboard on Glebe Island Silos will have the tagline – Unlike elections, this wine will leave a good taste in your mouth.
Pernod Ricard Australia marketing director, Eric Thomson said: “I AM GEORGE has a personality unlike other wines brands.
“GEORGE is a great tasting wine that doesn’t take itself too seriously and isn’t afraid to break the ‘rules’ of how wine has traditionally talked to consumers.
“We will be making ‘BOLD’ statements that spark conversations to enjoy GEORGE with, rather than boring consumers by talking about grape typicity and aromas.”
Cummins&Partners managing director, Kirsty Muddle said: “I AM GEORGE is a wine that challenges convention.
“It gives license to a campaign that can be bold and interrupt the status quo. I AM GEORGE, ‘I AM BOLD’ in the first instance will culture jack the election.”
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