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

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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.