PENFOLDS
Conceptualization: 50%
Implementation: 50%
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PENFOLDS COLLECTION 2018 GLOBAL LAUNCH
Client: Penfolds
Industry: Luxury, Spirits
Type: Launch, Trade, Digital
Location: New York
KPI:
7.3M UGC Impressions
+20M Reach
CHALLENGES
For the first time in its long history, Penfolds, one of Australia’s oldest and most iconic wineries, launched its annual collection in the USA. The brand needed to provide unexpected and memorable experiences to create an emotional connection with the hard-to-impress New York trade and press.
STRATEGY
Immerse guests into a living timeline of Penfolds before they could step into the hyper sensorial tasting environments, reinforcing the brand’s key messages. A detailed content strategy leveraged the high-impact moments and amplified them socially to ensure the impact of the experience reached and targeted far and wide, while highly targeted.