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PROJECT TYPE
Campaign
BRAND
Marlborough Sounds
Role
Art Director
BACKGROUND
Marlborough Sauvignon Blanc is a category with a strong legacy and recall for new and loyal shoppers alike. Customer perceptions, however, have shifted over the last few years leading to a stall in growth.
Our challenge was to steal share of wallet within a stagnant but noisy category, by owning the core propositions that keep these customers loyal.
IDEA
This platform draws parallels between the region and the wine with pointy value prop headlines.
It acknowledges the hard-earned equity the region has built over the years, and extends it to the brand with a focus on three key pillars; familiarity, provenance, and occasion.
Playing out across digital and OOH we pushed the emotive, raw nature of Marlborough while encouraging customers to opt for a nice chilled glass of Savvy B.
