Make it Pop / Minchinbury Wines
The Challenge:
Minchinbury Wines, a heritage Australian brand with a rich 150 year history, had become a forgotten sparkling wine that was relegated to the bargain bin. After being acquired by Pinnacle Drinks, the brand needed to be relaunched and to today's consumers with an eye-catching campaign that would cut through the category clutter of sparkles and bubbles.
The Insight:
Sparkling wine purchase behaviour was not about the big events, but instead focussed on the everyday celebration. Our target wasn't looking for a cellar wine, but one to open straight away.
The Idea:
We decided to own the piviotal cork opening moment and invite consumers to Make it Pop. With a nod to the 1960's art movement, we framed the sense of anticipation of opening a bottle with a bold, arty and modern look that hadn't been seen in the sparkling category.
The Impact:
The bold, eye-catching relaunch appeared across print, outdoor and POS, and worked better that we ever anticipated with an unprecedented sales success of 1331% growth - one of the most successful in Pinnacle Drinks history.