Marlborough Sounds

Client: Pinnacle Drinks | Role: Senior Copywriter

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. To help steal share of wallet, Pinnacle Drinks asked us to develop a campaign for one of their key brands – Marlborough Sounds.

Idea

Acknowledging the hard-earned equity the region has built over the years, our campaign focused on the parallels between Marlborough's wines and the region itself. What could we say that was true for both? Best explored by the glass; Always in season; See what all the noise is about.

Impact

Running across owned digital and OOH, this campaign was the first of its kind for Marlborough Sounds. A solidified platform and creative direction for how the brand shows up has laid a promising foundation for future marketing opportunities.