Treasury Wine Estate’s (TWE) award-winning premium wine brand, Wolf Blass, will inspire consumers to refuse to settle for less with the launch of a bold and empowering campaign, ‘Why Settle When You Can Soar.’
Launching nationwide in March, and following in the footsteps of the brand’s founder, Wolfgang Blass, it will challenge the status quo and the expected norms of the wine category, celebrate those who break the conventions that limit people, and encourage consumers to soar above the rest.
With the largest ever regional investment and support across ATL, in-store, PR, digital and events, ‘Why Settle When You Can Soar’ will 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 1st March and run until 31st May 2022, encouraging consumers to not settle for anything short of extraordinary.
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.
Secret Escapes will be supported by social media and influencer engagement, including a partnership with Married at First Sight’s, Matt Jameson and Daniel McKee.
Running directly alongside the Secret Escapes promotion, an inspiring 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 25K and above.
The diverse casting of actors who appear throughout the TV commercial will encourage viewers to question things that would otherwise be seen as ‘norms’. 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.
Ben Blake, Marketing Director Treasury Wine Estates EMEA, says: “’At TWE, we are constantly striving to push the boundaries, creating memorable campaigns that enable our brands to connect with new consumers who are looking to discover more about the wine category.
“Why Settle When You Can Soar’ is the next chapter in the Wolf Blass story, defining the brand’s philosophy now and into the future. The campaign is borne out of Wolf Blass’s spirited approach to soar above the rest, encapsulating the brand’s refusal to settle, and passionately strive for the best.
“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.
“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.”
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