Brancott Estate has launched an exciting new campaign inviting consumers to ‘Stay Curious’, a philosophy integral to the brand’s DNA, and is simultaneously unveiling a new packaging design.
The new ‘Stay Curious’ campaign is the first campaign since the brand was globally re-named Brancott Estate one year ago. It will feature a new communications platform and an integrated marketing campaign.
Over thirty years ago, the brand became a pioneer and innovator asking one simple question – “What if we planted Sauvignon Blanc in Marlborough?” Brancott Estate Vineyard was the site of the first Sauvignon Blanc plantings in Marlborough, a decision that went against the popular opinion of the time that the South Island was too cold to grow grapes for vinification. This pioneering curiosity led to the creation of the iconic Marlborough Sauvignon Blanc style, the style that has re-defined the New Zealand wine industry.
The ’Stay Curious’ communications platform will be featured in the fully integrated campaign, which will be leveraged across print, POS, Digital and public relations. At its heart, the campaign embraces the brand’s philosophy by inviting consumers to ask “What If?” The premise being that staying curious and challenging the status quo, can lead to something wonderful.
Along with the new communications campaign, Brancott Estate wines will also unveil new packaging. The label remains bright and fresh, representative of the qualities of New Zealand wine, but adds some sophisticated and contemporary elements to celebrate the evolution of the brand.
The progressive pack uses a unique die cut in the label to show the fresh New Zealand landscape, linking back to the brand’s provenance. The pack was identified in research as an outperformer in terms of appeal, relevance and standout.
Fabian Partigliani, Managing Director of Pernod Ricard New Zealand, commented “The new campaign signals the next phase of investment for Brancott Estate as we continue to accelerate awareness of the brand. The ’Stay Curious’
communications platform and the new packaging gives licence to convey our history and unique provenance while, at the same time, inviting consumers to Stay Curious.” Lana Pattinson, Brand Director for Brancott Estate Wines, Pernod Ricard USA added, “The new campaign and packaging comes at an exciting time for New Zealand wines in the US, when the category continues to accelerate and performance continues to exceed expectations.”