Cider
Heineken, the brand behind Bulmers cider (amongst countless other alcoholic beverages, including their own globally successful lager), is positioning Bulmers as a festive drink for the winter season in a new digital campaign. Itself part of the #LiveColourful campaign, the digital activity sees the brand partnering with Knit the City, a street art group who'll be creating knitted decorations for brand. These decorations will be made up of users' Twitter handles, and the decorations will eventually be knitted together to form colourful tree cosies for the apple trees used to produce Bulmers ciders in Herefordshire.
Heineken is positioning Bulmers as a festive drink for the winter season in a new digital campaign
The campaign, created by the social media agency, We Are Social, aims to remind cider drinkers, and prospective cider drinkers, of the history of Bulmers cider via the digital campaign and by encouraging its social media followers to share their own “Yarn bombs,” and potentially win a host of prizes. Emma Sherwood-Smith, cider director at Heineken, said “#LiveColourful is the heartbeat of all Bulmers cider activity, and this digital campaign provides a great opportunity to unite the Bulmers community together with a vibrant challenge which links perfectly back to its most important ingredient; apples!”
Wine
Jacob's Creek recently unveiled a new campaign by Havas Worldwide Australia, which will be the first for the brand since it launched its new global identity in 2014. The integrated campaign, dubbed “Made By,” will offer a widow into the lives of Jacob's Creek winemakers, celebrating the passion that goes into each bottle. The new TV commercial was filmed at the home of Jacob's Creek in Barossa Valley in South Australia, and is being supplemented by in-store, digital and PR throughout the rest of 2014 and into 2015. In January 2015, a new “Consumer engagement social platform” will also be launched, asking users what they are “Made By,” as well as a partnership with a yet to be named global tennis champion, coinciding with the brand's sponsorship of the Australia Open.
Jacob's Creek – Made By Australia
Derek Oliver, global marketing director at Jacob's Creek, said the campaign “Demonstrates the authenticity of Jacob’s Creek by,” emphasising their winemaking credentials, quality and heritage. He is “Proud to showcase what Jacob’s Creek is Made By, bringing together the real people behind the brand and capturing the brands provenance.” He adds that the campaign “Takes consumers deep into the story (of Jacob's Creek),” because “Many people don’t realise that Jacob’s Creek is a real place, as well as a global brand that draws inspiration “From the people, places and passions” behind the wine.
Whisky
Globally renowned scotch brand, Glenfiddich, recently decided to follow its new brand identity (created by Purple Creative with the aim of making the brand appeal to a premium market), with the unveiling of a luxury website that lets whisky lovers create their own very own bespoke bottles of Glenfiddich. Also created in partnership with Purple Creative, the site, dubbed the “Glenfiddich Gallery,” asks users a series of questions about what kinds of whisky they prefer and then offers a whisky to match their taste buds. Prices of the whiskies available on the site range between £390 and £100,000, firmly establishing it as a premium brand for sophisticated (and rich) malt lovers.
Glenfiddich, recently unveiled a luxury website that lets whisky lovers create their own very own bespoke bottles of Glenfiddich
Sarah Macauley, global marketing manager of Glenfiddich, called the site a “Revolutionary place to buy rare malts and create your own bespoke packaging.” She feels it marks “An exciting new direction for Glenfiddich and the perfect place (from which) elevate the brand into the luxury sector.” Purple Creative founder and creative director, Gary Westlake, adds that in approaching the rebranding, they began the design “With a blank sheet of paper, but were inspired by the Malt Master Brian Kinsman’s laboratory, which is clean, contemporary and full of sample bottles.” He also says it's been “Fantastic to be able to apply the new visual identity to such a high profile and luxury channel.”
