WOLF IN CHIC CLOTHING WITH 3.5M CAMPAIGN

Published: 23 July, 2008

By Stuart Peskett

Less than two years after its last redesign, Australian wine producer Wolf Blass is to repackage its range - and the company has also announced a new marketing campaign worth an estimated 3.5 million. The company's first-ever above-the-line UK campaign will include TV advertising, a poster campaign and a sponsorship deal encompassing every England cricket match in 2005 - including the Ashes series. Finally, 2005 will see the launch of Colours of Australia', a series of in-store promotions, sampling and neck-tag competitions. There will be two new Wolf Blass colour families' - Red Label and Yellow Label - with five wines in each. The new families' will sit alongside the existing Platinum Label, Black Label, Grey Label, Gold Label, President's Selection and Eaglehawk. The company says that the Red Label wines are reliable, approachable and offer a drink for all occasions', while the Yellow Label range epitomises quality, character and consistency'. Both ranges will be available in the UK from January 2005. Norbert Heinl, Wolf Blass's European marketing manager, who anticipates a 40% sales increase for Wolf Blass in the UK in 2005, said: The UK is one of the most important markets for us, and brand awareness is key in order to generate significant sales uplift. All our activity is geared towards putting the Wolf Blass brand in front of as many of our target consumers as possible.' Heinl added that one of the main drivers for the campaign had been research which showed that less than 3% of UK consumers buy a bottle of Wolf Blass a year. Regarding the label change, he told Harpers: Wolf is quite positive about it. It took a bit of time to convince him, but he understood the logic and the feeling behind it.'

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