LEAPS AND BOUNDS //

NEW PRODUCT DEVELOPMENT / 2020 //

BRIEF //

Pernod Ricard were looking to launch a Premium Wine Brand within the Australian Wine category aimed to regain share in the category following Jacob’s Creek exit from the UK. The Australian wine category is the largest category in the UK and in recent years the category is seeing strong growth and it is believed that this growth has been driven by strong packaging standout whilst displaying premium cues to appeal to consumers. Based on strategy and insight from an external agency the creative concept needed to be aligned with the following: “People love dogs, and people love wine. In fact when you think about it, millions of people could think of nothing better than combining the companionship and unconditional love of having their dog around, with the relaxation and enjoyment they get from a glass of wine. They are truly two of life's simple pleasures that help you see the positive in life - ask any of the UK's 13 million dog owners.”

SOLUTION //

A key consideration was developing a backstory for this new wine so as to give it a heritage it simply didn’t have. What is the dog related hook that would appeal to dog owning consumers? We simply developed several ideas all around how special dogs are to us and the stories they evoke. the internal client settled on famous stories of legendary dogs – taking inspiration from to stories of Pickles and Hachiko. We then built up a network of dogs stories from history that showed their heroism, love, courage and loyalty – signing each to a particular wine type. We then researched their back stories and developed a look and feel that showcased the dogs primarily, with a premium design aesthetic. In order to sell the concept in to higher global internal clients we then developed a wider activation campaign to ensure it had ‘legs’ for a viable product launch.

ROLE //

Creative Development
Design Direction
Designer