Matua relaunches with new positioning ‘Made With Real New Zealand’
Wine brand Matua has relaunched its brand with the new positioning ‘Made With Real New Zealand’.
The brand relaunch, developed by Moon Communications Group, comprised the new positioning, a new look and a range of campaign executions. Moon also developed a new typeface for Matua.
Moon engaged three NZ artists – Flox, Greg Straight and Annie Smits Sandano – to bring the brand to life. Each artist created a piece of work which expresses what NZ means to them and each of these have been used as a backdrop to the campaign.
Moon’s creative director Linda Jukic said in a statement: “With Matua’s strong connection to NZ, and its innovative role in the wine industry, it was important to create a brand that would stand out, and truly reflect the wine’s unique personality. The result is a strong, appealing brand position that tells of the brand’s history and future, and provides a platform for the global market.”
The new branding campaign runs across online, outdoor, in-store and press.
Matua’s global brand manager and vintrepreneur Adam Prentice said in a statement: “The striking new brand purpose will enable us to take our brand story to the world. Moon absolutely nailed the development and execution of our Real New Zealand positioning.
“Our new look is already having a phenomenal impact on our brand awareness, which has increased by more than 300% since it was last measured.”
Moon’s digital partner created a new website for the brand – matua.co.nz.
The new Matua brand is now live in Australia and NZ, and will roll out in the UK, Nordics and US 2014.
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“It was important to create a brand that would stand out, and truly reflect the wine’s personality”
End result is Made with Real New Zealand.
I love your wines but forgive me for being totally underwhelmed. How does this differentiate you from other NZ wine brands??
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You said “Made by the Real New Zealand” twice — in the headline and opening para — but the ads say “Made with real New Zealand”.
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Hi Scott,
A good pick up, we’ve changed it.
Cheers,
Alex, Editor, Mumbrella