Aussie stalwart wine producer, Penfolds has today announced its venturing into an unexpected, exciting and visually powerful world of space exploration, with the launch of the brand’s first global brand thematic, “Venture Beyond”.
The new territory unlocks a universe of playful experiences and out-of-this-world activations, designed to capture the imagination of global luxury consumers.
“The introduction of “Venture Beyond” as our global thematic is a strategic shift for Penfolds from ‘fine wine’ brand to ‘global luxury icon’,” said Penfolds CMO, Kristy Keyte.
“A logical next step following the introduction of our “Meet Extraordinary” communications platform in 2020, “Venture Beyond” personifies our innovative spirit and desire to push the boundaries through self-belief”.
In late April, Penfolds will launch a personalised gifting experience – the unique AR experience will allow consumers to send a personalised message with their gift.
Each limited edition product gift box will feature a QR code linking to the AR experience. The platform will provide consumers the ability to create and attach a virtual personalised message to their Penfolds wine or follow links to view Penfolds content.
To bring the space thematic to life, Australian illustrator, Jason Solo interpreted the “Venture Beyond” concept in a playful, luxurious way, using his refined style full of intricate detail, paired with striking colour palettes and dynamism.
Developed in partnership with Manchester-based creative agency LOVE, “Venture Beyond” is an omnichannel global execution with touchpoints including packaging, point of sale, digital, experiential and events.
Inspiring, unexpected and infinitely sharable, ‘Venture Beyond’ will leverage themes centered around space exploration, daring to go where other wine brands have never gone before.
“The territory of space exploration resonated with the core values we identified in Penfolds – daring, pioneering, boundary pushing, inspiring – and provided a platform for global consumers to interact with Penfolds in a new and exciting way,” said LOVE executive creative director, David Palmer.
“We hope consumers will be over the moon when experiencing each touchpoint”.
Penfolds “Venture Beyond” thematic will be live in key markets from March 2022 across platforms including OOH, print, social media advertising, video advertising, point of sale and experiential activations.
