Initiative Studio Launches ‘Taste Life On The Flip Side’ For Pernod Ricard Winemakers’ Brancott Estate

Initiative Studio Launches ‘Taste Life On The Flip Side’ For Pernod Ricard Winemakers’ Brancott Estate
B&T Magazine
By B&T Magazine



Pernod Ricard and Initiative Studio have launched “Taste Life on the Flipside” for Brancott Estate’s Winemakers’ newest wine varieties.

The campaign idea had its genesis in 1975 when Brancott Estate planted the first sauvignon blanc vines in Marlborough, New Zealand.

This was an iconic moment as it flipped a convention that said Marlborough was only good for sheep farming. Brancott Estate then opened the first winery in Marlborough, which is now recognised as a globally renowned wine region.

Initiative Studio has been leading the brand’s new marketing and advertising tone of voice and aesthetic, which includes clever and relevant Kiwi word-play, combined with design cues derived from Brancott Estate’s new-look classic, flight and sparkling ranges.

This new look and feel has more recently continued through the launch of their new premium range, Brancott Estate Reserve. The campaigns appear in Out of Home, Digital and Social.

Since its new brand repositioning, including a packaging overhaul across the entire range and Initiative Studios’ new creative finesse, Brancott Estate sales have seen double-digit growth above the category and accelerated growth of 18% growth during the campaign period.

The new packaging and marketing look and feel has also recruited new consumers to the brand by trading up consumers from the $10 price bracket who contribute to the steady growth.

As a result, Initiative Studio is already planning new phases of the campaign for the latter half of the year.

CREDITS

Creative Agency – Initiative Studio

Head of Studio – Olivia Warren

Creative Director – Shanan Goldring

Strategy Director – Nicole Bouquet

National Client Director – Sam Pierson

Account Associate – Belle Healy

Senior Designer – Danny Martinez

Creative – Jacob Abi-Arrage

Client – Pernod Ricard

Global Marketing Director – Eric Thomson

Senior Brand Manager Wines (AU & NZ) – Amy Miles

Brand Manager for Commercial Wines NZ – Fabian Claveria




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