NEW PENFOLDS MASTERBRAND CAMPAIGN UNVEILED IN 180th YEAR.

Created in partnership with Casa Colombo and MONKS.

This week Penfolds unveiled a new global Masterbrand campaign. Anchored in Penfolds DNA, the new campaign is underpinned by Penfolds Venture Beyond platform. A shift in direction for the brand, the creative campaign was developed with MONKS.

Encapsulating the power of blending and Penfolds unwavering conviction, the new Masterbrand campaign clearly demonstrates Penfolds vision and values. Leading with conviction with experimentation always at the core. To renew and begin again. To Venture Beyond.

Leading the global rollout is a 30 second film to be supported in key markets around the world. Filmed in Kalbaskraal, South Africa, Penfolds partnered with twin creative duo Lea and Roberto Colombo of Casa Colombo to shoot the campaign. Recognised for their bold and saturated style exploring the connection between colour, light and emotion, Casa Colombo’s past clients include Louis Vuitton, Versace, Marni, Nike and Givenchy. Featuring wines from the Penfolds Collection (Grange, Bin 707 Cabernet Sauvignon, St Henri, and Bin 389 Cabernet Shiraz), the Masterbrand campaign captures the pioneering spirit and power of blending Penfolds has championed since 1844.

Penfolds Chief Marketing Officer, Kristy Keyte said “It takes curiosity to move towards the unfamiliar, to renew and to begin – a Penfolds philosophy which is visually embodied in the new Masterbrand campaign. Working alongside industry leading artists like Lea and Roberto Colombo has re-energised our creative approach, taking Penfolds Masterbrand to the next level. We’re excited to bring this truly global campaign to the world in Penfolds 180^th anniversary year.”

This DNA, together with Penfolds attributes of quality, and trust informed the new creative platform. To be unbound is to not simply challenge convention, but to surpass its expectations. To set a new standard of excellence. To merge, collaborate, connect, and partner with others who seek the same goals.

Penfolds new Masterbrand campaign launches first in Australia this August, followed by China, South-East Asia, and the UK from September. The campaign will be seen across OOH, Digital, Social, Print and Experiential. Visit penfolds.com for more information.

Source: Penfolds

  Alcohol, Beverage, Campaign, Marketing, Masterbrand, MONKS, Penfolds