B&TB&TB&T
  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Technology
  • Regulars
    • Agency Scorecards
    • Best of the Best
    • Campaigns of the Month
    • CMO Power List
    • CMOs to Watch
    • Culture Bites
    • Fast 10
    • New Business Winners
    • Spotlight on Sponsors
  • Jobs
  • Awards
    • 30 Under 30
    • B&T Awards
    • Cairns Crocodiles
    • Women In Media
    • Women Leading Tech
Search
Trending topics:
  • Cairns Crocodiles
  • Nine
  • Seven
  • Cannes Lions
  • WPP
  • State of Origin
  • NRL
  • B&T Women in Media
  • Thinkerbell
  • imaa
  • Pinterest
  • Agency Scorecards
  • Anthony Albanese
  • AFL
  • The Growth Distillery
  • AI
  • Spotlight on Sponsors
  • TV Ratings
  • Radio Ratings
  • Sports Marketing

  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise
© 2025 B&T. The Misfits Media Company Pty Ltd.
Reading: Initiative Studio Launches ‘Taste Life On The Flip Side’ For Pernod Ricard Winemakers’ Brancott Estate
Share
B&TB&T
Subscribe
Search
  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Technology
  • Regulars
    • Agency Scorecards
    • Best of the Best
    • Campaigns of the Month
    • CMO Power List
    • CMOs to Watch
    • Culture Bites
    • Fast 10
    • New Business Winners
    • Spotlight on Sponsors
  • Jobs
  • Awards
    • 30 Under 30
    • B&T Awards
    • Cairns Crocodiles
    • Women In Media
    • Women Leading Tech
Follow US
  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise
© 2025 B&T. The Misfits Media Company Pty Ltd.
B&T > Campaigns > Initiative Studio Launches ‘Taste Life On The Flip Side’ For Pernod Ricard Winemakers’ Brancott Estate
Campaigns

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

Staff Writers
Published on: 14th April 2021 at 12:08 PM
Staff Writers
Share
2 Min Read
SHARE

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

Join more than 30,000 advertising industry experts
Get all the latest advertising and media news direct to your inbox from B&T.

No related posts.

TAGGED: Initiative, Pernod Ricard
Share
Staff Writers
By Staff Writers
Follow:
Staff Writers represent B&T's team of award-winning reporters. Here, you'll find articles crafted with industry experience spanning over 50 years. Our team of specialists brings together a wealth of knowledge and a commitment to delivering insightful, topical, and breaking news. With a deep understanding of advertising and media, our Staff Writers are dedicated to providing industry-leading analysis and reporting, both shaping the conversation and setting the benchmark for excellence.

Latest News

The Pistol team photo.
Agency Scorecard: The Pistol
17/07/2025
Agency Scorecard: Mediahub
17/07/2025
Guzman y Gomez’s Steven Marks: Marketing Is Revenue
17/07/2025
Telstra’s Anna Jackson: Creativity Is Fragile In Nature
17/07/2025
//

B&T is Australia’s leading news publication magazine for the advertising, marketing, media and PR industries.

 

B&T is owned by parent company The Misfits Media Company Pty Ltd.

About B&T

  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise

Top Categories

  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Opinion
  • Technology
  • TV Ratings

Sign Up for Our Newsletter



B&TB&T
Follow US
© 2025 B&T. The Misfits Media Company Pty Ltd. All Rights Reserved.
Welcome Back!

Sign in to your account

Register Lost your password?