Lindeman’s launches new multi-million-dollar global brand campaign via DDB Melbourne

Lindeman’s has launched a multi-million-dollar, global brand campaign via DDB Melbourne, which places sunshine firmly at the heart of Lindeman’s brand DNA.

The campaign seeks to build on the consumer connection with the 170-year-old brand that is enjoyed in more than 22 countries around the world.

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With the new brand line “It’s the sunshine that makes it”, the campaign looks at how Lindeman’s is a perfect match for great moments with friends and family, whether it’s unwinding at the end of a busy day, taking the time to appreciate the small things – like a captured moment in the sun – or simply looking on the brighter side of life.

Sunshine is a wonderful thing that transforms our mood and the world around us for the better. It’s also a vital ingredient, adding vitality and brightness, to every bottle of Lindeman’s easy-drinking wine.

“It’s the sunshine that makes it” campaign features a 60 second TVC with print, in-store and digital support. The TVC is a departure from traditional wine commercials leaving iconography and category images of vineyards and barrels firmly behind. The commercial utilises stop-motion and shows the relationship between humankind and sunshine.

Says Darren Spiller, DDB Melbourne executive creative director: “The sun has always made us feel good; it’s a human truth. In this campaign we’ve used the sun a metaphor for how a brand like Lindeman’s can make you feel.”

The first phase of the campaign launched in Sweden in September and will roll out internationally over the next 12 months.

Client: Lindeman’s

Media: Mediacom