Penfolds launches new global campaign

Australian wine brand Penfolds has unveiled a new global communications campaign highlighting a shift in direction for the 176-year-old brand.

Underpinned by self-belief, the ‘Meet Extraordinary’ campaign will feature new 30 second TVC showcases a series of moments, achievements and individuals who embody self-belief. The ad, the first Penfolds has produced in years, will be supported in all markets around the world.

Penfolds flagship Grange, icon wines, Bin’s, Max’s and Koonunga Hill tiers also feature throughout print and digital executions.

“We are excited to launch Penfolds new Meet Extraordinary communications platform to the world,” commented Kristy Keyte, global marketing director at Penfolds.

“We hope this platform connects to the deep emotional values of our consumers around the world, to feel empowered to put into effect the strength of their own convictions. Because if you never push beyond ordinary, you never meet extraordinary.”

The new masterbrand campaign will go live across all media platforms including TVC, OOH, print, digital, social plus in-store from September 2020 in Australia and from October in all other key markets.