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Leagas Delaney London

Core disciplines: Advertising/Creative, Brand strategy

Penfolds ‘The Story of Grange’ from Leagas Delaney on Vimeo.

 

Background

Established in 1844, Penfolds has been the pivotal influence on Australian winemaking over the years.

 

Challenge

Advertising in the category was associated with lower quality brands, but Penfolds not only wanted to become a luxury wine brand, they wanted to transcend the category to become a global luxury icon.

 

Solution

The ‘Numbers Can Be Extraordinary’ campaign leverages the Bin numbers of the wines as a creative asset. Their graphic nature embodies luxury and modernity whilst their simplicity allow for an easy navigation of the brand portfolio.

 

Results

– 80% of our audience rated it ‘different to other wine brands’.
– Despite relatively modest spend to date, global scores measured at:
– Consideration +11%
– Purchase +6%
– Recommendation +12%

 

NUMBERS CAN BE EXTRAORDINARY

“Leagas Delaney were part of a competitive tender process for our global advertising business. At the pitch in Shanghai, their creative strategy, understanding of the category and luxury credentials were first class. I knew instinctively that they were the best agency to aid us in realising both our short and long term global brand ambitions.

We have worked closely together to launch a new Penfolds masterbrand campaign which featured in priority markets around the world such as Australia, UK, China and the USA. The achievements of the Leagas Delaney team are best articulated in the campaign results, where brand health growth metrics surpassed global benchmarks, both within and beyond the wine category.”

Tammy Atlee
Global Brand Manager
Penfolds

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