Wolf Blass challenges the status quo with new campaign

Treasury Wine Estate's (TWE) premium wine brand Wolf Blass has unveiled a bold and empowering campaign, ‘Why Settle When You Can Soar’, inspiring consumers to refuse to settle for less.

Launching nationwide in March, and following in the footsteps of the brand’s founder, Wolfgang Blass, the campaign looks to challenge the status quo and the expected norms of the wine category and celebrate those who break the conventions that limit people.

With the largest ever regional investment and support across ATL, in-store, PR, digital and events, ‘Why Settle When You Can Soar’ is expected to reach millions of consumers across the country, through a burst of video-on-demand advertising and a continuation of the brand’s successful partnership with luxury travel deals company, Secret Escapes.

This is the second time that Wolf Blass has partnered with Secret Escapes. This year’s promotion will launch on 1 March and run until 31 May.

The promotion will see just under 900,000 bottles across the UK and Northern Ireland tagged with prize-winning QR codes. Entrants will have to scan the QR code on the tagged wine bottles to be in with the chance of winning £100,000s worth of instant prizes and credits. One lucky winner will receive a once-in-a-lifetime holiday to either Thailand or New York, and 4,000 runners up will each receive a £25 voucher, redeemable on the Secret Escapes site with a minimum £125 spend.

Running directly alongside the Secret Escapes promotion, a TV commercial will appear on screens from March until May. The commercial will use Finecast, the video on demand platform, to reach a targeted demographic of over 3million adults, aged 35+ with an income of 25,000 and above.

Featuring people from all walks of life, across different age groups, sexual and gender identities, and those with disabilities, it is intended to strongly resonate with consumers, and pioneer the brand’s support for inclusivity for all.

“The Wolf Blass name is synonymous with wine drinkers of all ages and walks of life across the globe, and through the launch of this new campaign we aim to appeal to loyal consumers of our awarded wines, whilst engaging with new consumers who are looking to discover a new favourite,” Ben Blake, marketing director at Treasury Wine Estates EMEA, said.

“Why Settle When You Can Soar’ is an inspiring and powerful concept that we are confident will drive huge visibility and talkability around the Wolf Blass brand.”