Dan Murphy’s Alexandria to rebrand to Dan Ricciardo’s as part of new campaign via Emotive

A Dan Murphy’s store in Sydney’s Alexandria will be taken over this weekend by Formula 1 star Daniel Ricciardo, following the launch of a tongue-in-cheek campaign promoting his new wine range, via indie agency Emotive.

To celebrate the launch of DR3 x St Hugo wines, an integrated campaign launched earlier this week, playfully showing Ricciardo taking over Dan Murphy’s and renaming it, but now, the campaign is extending into real life.

Hoping to drive excitement in the fine wine category, the campaign is aiming to engage with new-age wine consumers and break down conventions.

From July 12-14, Dan Murphy’s Alexandria will become Dan Ricciardo’s.

Eric Thomson, global marketing director at Pernod Ricard – parent company of St Hugo wines – said the team saw an opportunity to launch the new wine range into retail in an unconventional, creative way.

“We were looking for a big idea to drive talkability and conveniently Dan Ricciardo and Dan Murphy just happen to share a first name,” he said.

Emotive’s chief executive, Simon Joyce, added: “Like us, Pernod Ricard share a belief that creativity has the power to drive commercial outcomes.

“This campaign heroes some of our favourite Australian icons and celebrates the truth that the best advertising doesn’t always look like advertising – with long-form storytelling playing out across social, earned and a live brand experience, all working together to generate more attention and talkability than a pure paid media approach could achieve.”

Ricciardo’s partnership with St Hugo wines was first established in 2020, and blossomed in 2021 when he launched DR3 – with the name inspired by his initials and Formula 1 racing number. He works closely with St Hugo’s chief winemaker, Peter Munro, on all aspects of the wine’s shape, flavour profile and structure.

“I don’t know what was cooler, seeing the wine on the shelf or seeing my face all over the store front,” Ricciardo said.

“In all seriousness having DR3 on the shelf is special, there is so much work that goes into each vintage, you just want to share that with as many people as you can. Knowing that DR3 is now available in Dan Murphy’s, it’s a big milestone for myself and the DR3 Wines team.”

Dan Murphy’s managing director, Agnieszka Pfeiffer-Smith, concluded: “Dan Ricciardo’s energy, commitment to wine quality and of course being a crowd favourite is something that our own Dan Murphy really prided himself on.

“Both Dan’s really share a passion for wine – it’s clearly in their DNA! I know our own Daniel Francis Murphy would have given a personal seal of approval to have such an eponymous takeover with this Australian star, and we can’t wait to share it.”

The campaign has launched across social, digital and PR.


Client: Pernod Ricard Winemakers

Creative & Production: Emotive
CEO: Simon Joyce
Head of Strategy: Michael Hogg
Strategy Director: Gerad Petherbridge
Senior Account Director: Zoe Hartas
Group Creative Director: Darren Wright
Senior Creative Director: Ben Sampson
Senior Copywriter: Peirce Thompson
Social Copywriter: Rory Pearson
Head of Design: Daniel Mortensen
Graphic Designers: Ery Higa & Eunice Nie
Social, Talent & Partnerships Director: Elly Scales
Head of Production: Hayley-Ritz Pelling
Director: Zane Pearson
Senior Producer: Michael Hollis
Producer (Post): Rebecca Love-Williams
Senior Editor: Sam Gadsden

Photographer: Jack Berg

PR: Liquid Ideas

Social: Darkhorse

Media: Initiative


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