Penfolds says ‘fine’ is an insult in global campaign from Wunderman Thompson Australia
Penfolds has rejected the label of ‘fine’, suggesting things described as such fall short in comparison to its ‘extraordinary’ wine.
The global campaign, created by Wunderman Thompson Australia, introduces the new brand platform ‘Meet Extraordinary’.
Penfolds’ global marketing director, Kristy Keyte, wanted to create an emotional connection with the customer.
Very well done. Love it.
I found this ad very odd when I saw it on the box yesterday during the TDF.
First, consulting various dictionaries, ‘fine’ means – choice; excellent; admirable; of superior or best quality; of high or highest grade.
Second, anyone who knows about wine, would also recall that ‘fine’ is also a verb by which “fining the wine” means removing unwanted material from the wine while it is still in the cellar using agents such as isinglass, albumen etc.
Such adjectives are praiseworthy, and fining is an essential part of making premium wine.
But for some reason Penfolds seems to be insulted with such attributes and the practice of removing bad agents from their wine.
Strange days indeed, most peculiar Mama.
So Penfolds definitely isn’t fine wine then?
This is just so generic to the category. Something any “fine wine” could claim. What a fail to make an extraordinary and unique brand heritage matter today. To tell a story that only Penfolds, probably the single most famous wine brand in Australia, could tell.