Workshop and Minchinbury make it pop with new ‘Make it Pop with Minchinbury’ campaign
Creative agency Workshop Australia and Minchinbury Wines have revealed a new marketing push for one of Australia’s iconic Sparkling Wine brands.
For more than a century, Australians have celebrated a life well lived with Minchinbury and the brand has become synonymous with Australian sparkling wine.
Recently, the brand underwent a renaissance of both its range and its packaging and appointed Workshop Australia to create a marketing campaign to revive the brand and bring it back into the spotlight amongst its predominantly female audience.
The ‘Make it Pop with Minchinbury’ campaign – inspired by the artistic style of the 1950’s and designed to reflect the values of today’s sparkling wine consumer – introduces a very distinctive and memorable look for Minchinbury.
Says Belinda Elworthy, managing partner at Workshop Australia: “The campaign is designed to recognise and capture people’s anticipation and excitement triggered by the ‘pop’ of a sparkling wine cork.”
Says Peter Hathaway – head of marketing for Minchinbury Wines: “Minchinbury Sparkling Wine is a quality product with a long and successful history. We engaged the strategy and creative expertise at Workshop to bring new life to the brand. The new campaign reflects the brand’s attributes very well.”
The ‘Minchinbury – Make it Pop’ campaign will appear in press, digital media, outdoor and in-store.
4 Comments
‘Make it Pop’ – Like the ghastly Warhol reference and Dafont typeface…
Aside from looking hideous, there’s a whole whorehouse full of puns in that line and visual. Girl popping the bottle, pop art and two(!) bottle shots, presumably ‘popping’ off the bottom of that page (as they really have nothing to do with pop art from what I can gather). While others might dismiss this with snide remarks, I’m going to give you full points for popping this in front of us, and for refraining from using a ‘pop instore today’ (although there’s still time if your point of sale hasn’t gone out yet).
This pop gives you five cherries. Ace.
get a life, losers x 2….
After trying for days to find out who produces Minchinbury wine, this is the closest I have got. What a useless campaign if one can’t find anything about the current making of this wine (I haven’t seen it in NZ for about 12 years). It was a good cheap ‘dryish’ wine.
I found some at Countdown supermarkets in NZ this Xmas (Aussie owned) But no-one can tell me from whence the wine came. I wanted to know who else was importing it to NZ as CountdownS/Mkt is miles from me. But no such luck – I don’t know – think the internet is failing us badly these days – this has not been my only problem.
So is there anyone out there who can tell me who buys this stuff in NZ – as to finding out who makes it -= I have given up on that.