n wine brand, Wolf Blass, from Treasury Wine Estates (TWE) has unveiled a new marketing campaign, Above Beyond, to inspire consumer awareness and sales.The campaign will build on its established association with sport, through a TV partnership with Sky Sports and a new TV advertising campaign to engage with consumers.
The Wolf Blass campaign kicked off on 9th August with the sponsorship of Sky Sports’ coverage of Southern Hemisphere rugby.
This includes The Rugby Championship – the annual Southern Hemisphere rugby tournament, contested by Argentina, Australia, New Zealand and South Africa – as well as the South African Currie Cup and the ITM Cup from New Zealand.
A series of three branded idents appear before and after each advertising break during coverage of each match.
The campaign will continue with the launch of brand new Wolf Blass TV advertising on Sky Sports.
Running from beginning of September until the end of the year, the adverts will fall during some of this year’s most exciting sporting events, including the US Open tennis, Formula 1 and the Ryder Cup.
The advert will also feature across Setanta Sports in Ireland around coverage of the Leinster Rugby games.
The 20” TV advert will follow the journey of its iconic eagle as it soars high above various legendary sporting venues; across a golfing green, over a cricket pitch and past the roaring crowd of rugby fans until it lands in its rightful place, at the top of the Wolf Blass logo.
Mathew Bird, marketing director EMEA at TWE said: “Our new campaign for Wolf Blass builds on our Sky Sports sponsorship of the Ashes last year, which saw awareness of the brand grow from 12% to 21% .
“Since then, the Wolf Blass brand has grown to become worth over £76m thanks to its popularity amongst wine appreciating, sports-loving drinkers.
“Our Wolf Blass ‘Above Beyond’ campaign goes one step further this year.
“The high profile sponsorship and broadcast advertising will continue to raise awareness of Wolf Blass, driving consumers into store to purchase.
“With a pipeline of coverage from August right through to the end of the year, we’re confident Wolf Blass will prove its legendary status within the wine aisle for retailers in 2014.”
