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Beyond the bottle: Running with Scissors brings stories to the table

Kiwis enjoy a good vino and we produce more than a few stellar vintages ourselves – a message Running with Scissors is serving up as part of a new campaign for The
People’s Wine.

The People’s Wine campaign takes a deeper look at lesser known facts about the provenance of
three of its six varietals in a move away from traditionally passive, food-matched or regional
production-led messaging the industry tends to favour.

“Origin is
important to wine, with many brands relying solely on it as their point
of differentiation. For The People’s Wine we have referenced region but
have attempted to do so in a manner that brings to the fore a sense of
personality, as opposed to insisting that the regional production equals
quality,” says Lisa Divett, creative planner at Running with Scissors.
 
“Rather
than slapping a place name on the ad, we wanted to find the stories,
the personality that makes each place special. And we have; little
stories that stick, that can be shared, that make great conversation at
dinner”.

 The People’s Wine campaign will run across print and social media as
well as
being integrated into event sponsorship leverage over the coming months –
and it’s not just constrained to New Zealand, with the creative also
running in Canada and across the ditch.

The campaign was born of a need to build
awareness, but for brand manager Maree Saunders, it’s
also about demonstrating the importance of The People’s
Wine brand.
 
“The People’s Wine is an award winning work of art
and the brand continues to grow in stature in the Constellation Brands
wine portfolio. It has proven itself to be a strong seller with a loyal
following.”

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