Moon wins Rosemount Wines
Brand agency Moon has won a strategy and comms planning brief for Treasury Wine Estates.
The announcement:
Sydney, November 26, 2012: Moon Communications, part of STW Group, has been appointed by Treasury Wine Estates (TWE) as its exclusive strategy and communications planning agency for TWE’s iconic Rosemount brand. The pitch was competitive.
Moon will work alongside TWE’s executive team to help refresh the brand in the burgeoning Australian wine market and is charged with campaign planning and strategy, brand strategy, through-the-line communications, design and digital.
Anouk Darling, Managing Director, Moon Communications, said: “We are incredibly excited about the opportunity to work with what is one of Australia’s most awarded wine brands and we look forward to a long term successful relationship with TWE to deliver significant results.”
Stephanie Dore-Smith, Global Brand Business Manager and Vintrepreneur, TWE said: “Moon’s approach and broad strategic capability is a perfect fit to increase our communication outcomes. We look forward to working with Anouk and her team to take full advantage of the opportunities the new communication landscape presents.
“Rosemount is a brand name synonymous with quality; however we want to refresh the brand story so the brand becomes the wine of choice for people who value exploration flavour and fresh wine experiences. We are also looking to re-ignite the trade, positioning Rosemount as an innovative brand committed to driving category growth.”
Darling and her team have a simple but effective strategy in mind. “We don’t just want people to own a bottle of Rosemount, we want them to own the story of Rosemount,” she explained. “Moon will deliver across all critical communication areas ensuring a holistic and integrated strategy which will resonate with the wine trade and Australian wine consumers.”
The appointment is effective immediately.
Source: press release
