Distell has given its flagship wine brand Nederburg a fresh new image as it continues to expand its global presence.
Its communication campaign steps outside mainstream wine conventions by inviting consumers to immerse themselves headlong in a sensory rather than a cerebral experience. Evocative, richly visual, warm in tone and often whimsical, it seeks to ignite curiosity through its television campaign (TVC), print advertising, website narratives and in-store engagement.
At the same time, its new-generation packaging that features the brand crest more prominently, has been designed to clearly convey Nederburg's heritage, pedigree and sophistication across its multi-tiered range. The new look has also established a much stronger family resemblance between the various tiers, underscoring their relationship with the brand.
Nederburg is one of the fastest-growing wineries in the Distell portfolio. Over the past year, it has been steadily raising its international presence, increasing sales by double-digits, including in some of its most established markets, such as Germany.
The new approach is intended to reach and better relate to new wine consumers worldwide, while strengthening ties with existing brand supporters in a premium but more provocative and arresting way.
"Wine communication doesn't have to be prescriptive or technical. It can be evocative instead and take people to places where they are reminded of moods and emotions, scents, tastes and textures," explains Dè-Mari Kellerman, global marketing spokesperson for the brand.
“The new look created by Anthony Lane, one of South Africa's leading packaging design specialists, has a slanted logo that recalls branding of the past but rendered in a modern style. Not only does it better match Nederburg's credentials but it also increases shelf stand-out,” she says.
The new TVC will flight on South African television channels, including SABC 1, 2 and 3; e.tv, M-Net, Mzansi Magic, SuperSport and Food Network from February 22.
4 February 2016 - Felicity Murray The Drinks Report, editor
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