Cummins & Partners launches election-themed work for Pernod Ricard wine label, I Am George

Cummins & Partners has launched its first campaign for wine label I Am George, after winning three of Pernod Ricard’s labels in November last year.

In time for the federal election on 18 May, the new campaign has launched with a billboard display on the Glebe Island silos in Sydney, displaying the line ‘Unlike elections, this wine will leave a good taste in your mouth.’

The Glebe Island silos billboard for I am George

The above-the-line campaign materials will use the tagline ‘I am bold, I am George’, with Eric Thompson, marketing director at Pernod Ricard Australia saying the brand has more personality than its competitors.

“George is a great tasting wine that doesn’t take itself too seriously and isn’t afraid to break the ‘rules’ of how wine has traditionally talked to consumers. We will be making ‘Bold’ statements that spark conversations to enjoy George with, rather than boring consumers by talking about grape typically and aromas,” he said.

Kirsty Muddle, managing director at Cummins & Partners, said: “I am George is a wine that challenges convention. It gives license to a campaign that can be bold and interrupt the status quo. I am George, I am bold in the first instance will culture jack the election.”

The campaign will be utilising the Glebe Island silos billboard until 2 June.

The I am George label launched into the Australian market in 2017 with launch campaigns created by creative agency Society Social and production house Brilliant Films.


Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella newsletter now.



Sign up to our free daily update to get the latest in media and marketing.