Jacob’s Creek begins ‘Red Wine Just Got Cooler’ campaign, via Initiative Media

Pernod Ricard’s Jacob’s Creek has begun its ‘Red Wine Just Got Cooler’ campaign in Sydney, with the pop up set to start in Brisbane on Monday.

The announcement:

As the heat starts to increase, Jacob’s Creek Lively Bunch is cooling things right down with the ‘Red Wine just got cooler campaign’. The campaign will be brought to life via an impactful through the line campaign showcasing Australia’s first Cold Wall billboards and dry ice shelter.

Jacob’s Creek have constructed the cold walls using heat resistant gel pads in honour of their Lively Bunch range of wines. First released earlier this year as a Pinot Noir, Jacob’s Creek Lively Bunch wines were designed to challenging the norms of how people should enjoy red wine and are best served chilled.

Popping up in both Bondi and Brisbane from 5 December and 19 December respectively, Jacob’s Creek Lively Bunch Cold Walls will be Australia’s coolest walls, both figuratively and literally. Forget jumping in the ocean, or taking to the indoor air-con, these walls invite all passers-by to “touch and cool” – the new way to cool down thanks to their innovative heat resistant technology.

For those wanting to get in on the action and cool things right down, Jacob’s Creek will be sampling Lively Bunch chilled red and frozen Pinot Noir slushies in Sydney, Melbourne, and Brisbane right throughout Summer.

Humid humans, heat-struck tourists, and those seeking refuge from the summer sun will be able to chill with the Jacob’s Creek Lively Bunch Cold Walls up until early January – corner of Gould and Curlewis Street, Bondi and corner of Wickham and Little Street, Fortitude Valley. Lively Bunch Pinot Noir and Pinot Grigio is available exclusively to Coles Liquor Land stores nationwide.

Roelien Von Molendorff, head of pacific wines at Pernod Ricard Winemakers said: “As a brand that always goes beyond the expected, Jacobs Creek is proud to be launching another first with Jacobs Creek Lively Bunch range by bringing alive the proposition via Australia’s first ‘Dry Ice Shelter’ and ‘Cool Walls’. We believe the innovative liquid combined with interactive special builds will enable consumers to enjoy Lively Bunch in an interactive and ‘cool’ way.

Danielle Galipienzo, director, client & advice management at Initiative Media added: “We’re very excited to bring the chill of Pernod Ricard’s Lively range to life through new out of home innovation, that not only commands attention, but gives Aussies a relief from our sweltering summer. This is but one thing we’re doing to help inject the brand into summer culture in a tangible and truly experiential way.

Our cool walls use cooling gel pads painted with heat resistant paint to cool down the area whilst bringing our hand-painted campaign creative to life, where our bus shelter special build incorporates dry ice machines alongside an icy look and feel for commuters to enjoy”.

Credits:

Initiative Media
Danielle Galipienzo – Director, Client & Advice Management
Natalia Fuentes – Investment & Partnerships Manager
Jesse Watson-Munro – Investment & Partnerships Executive

Pernod Ricard Winemakers
Roelien Von Molendorff – Head of Wine
Lauren Lliff- Senior Brand Manager
Will Case – Brand Manager
Jason Ly – Media and Connections Manager

Source: Liquid Ideas

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topics Danielle Galipienzo Initiative Media jacob's Creek Liquid Ideas Pernod Ricard Winemakers Red wine Roelien Von Molendorff

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