Wolf Blass returns to TV in move to ‘re-engage’ with consumers

Australian winery Wolf Blass has launched a $4 million TV and digital marketing campaign as it looks to “re-engage” with consumers after an absence from the small screen of several years, Mumbrella can reveal.

The campaign, called ‘Reflections’, includes 15 and 30-second TV ads – which feature a soaring eagle, the emblem of Wolf Blass – and will appear on free to air, catch up and subscription TV throughout September and October.

The ad was originally the work of Ogilvy several years ago but has been refreshed by DDB Melbourne – Wolf Blass’s current creative agency – with a new voiceover.

Wolf Blass marketing director Australia and New Zealand Lisa Saunders revealed that a second phase of the campaign will follow in February next year to coincide with the one day cricket World Cup, of which Wolf Blass is the official wine sponsor.

“This is a reset year for Wolf Blass, we are getting it back on air with high impact advertising,” she said. “We want to re-engage with consumers and reassert our leadership in the Australian market.”

Saunders denied the campaign was sparked by a loss of brand awareness since its last high profile push and insisted its name remained strong.

“Awareness and consideration is still high but we are ambitious and would like it to be higher,” she told Mumbrella. “It is a very fragmented market. There are thousands of brands and the market leader only has a 5 per cent share.”

She claimed Wolf Blass had the third highest awareness in the wine category.

The ads proclaim Wolf Blass as the “international wine maker of the year”, an award which Saunders said was reflected in the eagle imagery and the return of “the famous Wolf Blass score”.

“We have gone back to our roots with this campaign,” she added.

Steve Jones


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