Nederburg | Wine Charms Campaign
For the Nederburg November 2016 cycle, we were tasked with conceptualising a campaign that would drive sales so we created The Nederburg Wine Charm Collection.
The wine charms were created by local illustrator Andrew Sutherland. Featuring a unique characteristic and element true to Nederburg on each. The wine charms were accompanied by a story card explaining the significance of each illustration.
The wine charm and story card were sealed in an envelope, enclosed in an elegant neck-tag, attached to The Winemasters bottles. When consumers purchased any participating wine from The Winemasters range, they receive a complimentary custom-designed wine charm.
With four charms in the collection, the consumers were encouraged to collect all four, completing the set. Each wine charm is marked with an identifying number on the neck-tag, making it clear to the consumers which bottle they must purchase next to complete their charms set.
Links to campaign below:
https://www.nederburg.com/article/nederburg-to-ignite-curiosity-with-festive-season-in-store-packs/
https://news.wine.co.za/news.aspx?NEWSID=29830
Credits:
Client: Nederburg, Distell
Agency: Matt Advertising
Creative Director: PJ Robertson
Art Direction: Sarah Gibson
Photography: Allister Christie
Illustrations: Andrew Sutherland
