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Cloudy Bay and Mediacom partner for live music event to break brand to younger market

Winemaker Cloudy Bay has partnered with Parlour Gigs and Mediacom to create a live music event in Sydney with the goal of introducing the wine brand to a younger market.

Cloudy Bay

The event, a collaboration between Cloudy Bay and Mediacom, featured new music talent Woodes and consisted of an outdoor picnic setting with Cloudy Bay Sauvignon Blanc and oysters.

The Sydney event followed a previous event in Melbourne in September.

Cloudy Bay’s goal was to reposition the brand to younger generations by creating an event targeted at millennials and Gen Zs interested in nature, food, travel and music.

Michelle Lush, brand manager Australia at Cloudy Bay, said: “Cloudy Bay partnered with Parlour Gigs to create unique events where consumers could enjoy Cloudy Bay wines while listening to up-and-coming musicians in beautiful, natural settings.

“To grow brand awareness and expand reach beyond the events, the essence of Cloudy Bay Secret Sessions was captured on film so it could be shared via social media. We had such great success in Melbourne it was only fair to bring the excitement to Sydney.”

Nina Nguyen, head of Mediacom Beyond Advertising Sydney, said: “Mediacom and MBA provided Cloudy Bay with a content strategy to take their brand in new direction by using social media. Using music as a passion point to communicate to our younger consumers it enabled us to drive relevance of the brand to have them part of the conversation.”

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