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Kumala partners Mandela DVD launch

Following Kumala’s recently revealed new look, the team behind the label continues to support the brand across its core market with the launch of an extensive consumer campaign featuring press, in-store and social media activity.

Kumala prides itself on its South African heritage and to extend its ‘Make time for you’ adage, has partnered with Pathé and 20th Century Fox Home Entertainment to celebrate the launch of the movie Mandela: Long Walk to Freedom – the autobiographical film based on the life of South African President Nelson Mandela due for release on Monday 28th April.

It is offering consumers the opportunity to win a trip for two to discover Mandela’s beautiful home nation where they can experience the stunning landscape, visit Robben Island itself and have an exclusive tasting with Kumala winemaker, Ben Jordaan. Secondary prizes include copies of the DVD “to enjoy at home with a bottle of Kumala wine”. 

The project also incorporates ATL activity including a series of advertisements in the UK press as well as retailer specific in-store activity across leading multiple-retailers, with sampling and prominent point of sale merchandise.

The competition, which is running on the brand’s Facebook page is open for 15 weeks. Utilising its 78,000 strong fan-base on Facebook is the first step of a new social media strategy for the brand - Klub Kumala - that will run across a variety of social media platforms later in the Spring.

Amy White, marketing controller, Accolade Wines says: “Kumala is the number one SA wine brand in the UK and in the enviable position of 45%+ growth year on year.  We are very proud and excited to be launching this new campaign and firmly believe it will strengthen our brand positioning in the marketplace. We remain as committed as ever to driving forward not only our brand but also the South African wine category as a whole and we are confident that in working alongside 20th Century Fox with the release of this much anticipated film, will do exactly that."

22 April 2014 - Felicity Murray The Drinks Report, editor