This forward thinking mindset is at the core of the brand’s new global ‘A Fresh Perspective’ campaign, a central aspect of which is the vibrant, geometric representation of the Marlborough landscape and the Brancott Estate vineyards.
Stefano Furini, Global Marketing Director for Brancott Estate says “The story behind Brancott Estate is a genuine story of ‘Kiwi ingenuity’, with our founders establishing vineyards in a region that, at the time, was thought too cold to grow grapes. In an incredibly short period of time, Marlborough changed from sheep farms to one of the world’s premium wine regions, and we played a huge role in that transformation”.
“We wanted to share the relentless quest our winemakers have for exploring new expressions of Marlborough. ‘A Fresh Perspective’ does this in a distinctive way, which is critical in a crowded wine category. The visual language is inspired by the landscape of Marlborough, the taste of our wines and the fresh thinking of our people.” says Stefano.
Developed by Brancott Estate and TBWA\Chiat\Day NY, ‘A Fresh Perspective’ marketing campaign is the second phase of a major brand restage, the first of which was a packaging refresh in 2016. The campaign development followed extensive consumer research to align the brand story with its perception among New Zealand wine drinkers.
The fully integrated campaign will be activated across digital, in-store, experiential, PR and ATL. The campaign will focus on telling the stories of where Brancott Estate has applied a fresh perspective to its winemaking, and the impact this has made on the direction of New Zealand winemaking.
The campaign will begin rolling out globally from February 2017.
• Client: – Brancott Estate, Pernod Ricard Winemakers
• Brancott Estate team: Anne Tremsal, Stefano Furini, Celest Kenny, Katherine Minchin, Daniel Flecker, Liz Patrick, Jason Harper
• Advertising Agency: TBWA\Chiat\Day NY - Ed Rogers, Sergio Flores, Peter Lee, Nari Kim, Eric Kopicki, Kristin Hodges, Courtney Snead, Lily Siff
• PR Agency: One Green Bean London
• Digital Agency: IMPERO London
NOTES TO EDITORS
About Brancott Estate
Since planting the first Marlborough Sauvignon Blanc and Pinot Noir in 1975, Brancott Estate (previously known as Montana) has continued to craft striking wines to suit every occasion, including naturally lower alcohol, sparkling, organic, oak-infused and age-worthy expressions of Sauvignon Blanc and Pinot Noir. In addition they have led the revival of Sauvignon Gris, a rare varietal now enjoying a global resurgence.
Brancott Estate has been looking to the future since their beginning, advocating sustainability across all aspects of their winemaking, and helping found sustainable winemaking in New Zealand. This programme has since transformed into Sustainable Winegrowing New Zealand (SWNZ). All vineyards and wineries are accredited under the scheme.
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Twitter: @Brancott Estate
Brancott Estate™ is a trademark of Pernod Ricard Winemakers New Zealand Limited. Enjoy Brancott Estate wines responsibly.