Peter Lehmann Wines has launched a new brand platform and strategy devised by communications agency Connecting Plots, which taps into the Barossa winemaker’s history.
The uncomplicated yet meaningful brand platform, ‘Like No Other’, will be rolled out across global markets including the United Kingdom, Canada, and China to activate locally.
The launch comes as Connecting Plots expands its remit with parent company Casella Family Brands, taking responsibility for the creative, digital, social, and media for Peter Lehmann Wines, The Magic Box Wine Collection, Brand’s Laira, and Morris Of Rutherglen.
The first campaign under the new platform launches in Australia today across out-of-home, digital video, social, and point-of-sale.
The initial creative, developed by Connecting Plots, features a key visual that highlights the premium portfolio of wines, before revealing the new messaging.
“Peter Lehmann Wines has such a distinct and rich story with a longstanding history of winemaking excellence,” Premium Wines’ global marketing manager, Nicole Gardner, said in a statement.
“We identified the need for a creative springboard to communicate this to consumers around the world in a succinct and relevant way, in a category that can sometimes be quite complex.
“It was important for the platform to celebrate the uniqueness of the brand, as well as paying homage to Peter Lehmann himself who was a trusted, one-of-a-kind character of the Barossa.
“We believe ‘Like No Other’ has the longevity and breadth to carry the brand well into the future”.
Credits for the brand platform are as follows:
Client: Casella Family Brands
General manager: Libby Nutt
Head of strategy and innovation: Michael Sergeant
Global marketing manager, Premium Wines: Nicole Gardner
Senior brand manager, Premium Wines: Adrienne Renton
Assistant brand manager, Peter Lehmann Wines: Shannon Reynolds
Agency: Connecting Plots
Creative partner: Dave Jansen
Planning director: Annabelle Rogers
Senior strategist: Tim Collier
Group account director: Gemma ap Geraint
Account director: Gemma Barr
Senior art director: Paul Bennell
Senior copywriter: Andrew Fraser
Design: Joe Davies-Griffiths
Producer: Melanie Reardon
Managing director: Tom Phillips
Stills photographer: Craig Wall – Sam I Am
Stills producer: Anna Morwenna
Director of photography: Tony Luu
Production designer: Loretta Cosgrove
