Villa Maria has rolled-out a new brand campaign ‘Perfect Moments’ via their creative and media agency, Contagion.
The campaign brings to life Villa Maria’s all new global brand platform, ‘Made for the moment. Made from New Zealand’ in a refreshing and aspirational way.
The campaign tagline We don’t create perfect moments, just the wine to go with them creatively portrays wine occasions to inspire and reinforce to consumers that Villa Maria’s wines are made to elevate the moment and celebrates the human connection within them. The creative features a range of scenes including people enjoying the simple pleasure of a dinner party with friends as well as memorable moments including a picnic on a beach lit with the glow of the setting sun.
Market data shows premium wine sales are on the rise, particularly since the impact of Covid-19 with an increase in at home consumption warranting ‘treats’ as much as special occasions, which is why this campaign captures both the everyday as much as the one-off celebratory moments in time. The marketing campaign is designed to engage and stimulate Villa Maria’s customer base globally, increase brand awareness and inspire new consumers to consider Villa Maria in their future wine buying.
“We’re thrilled to be part of this smart campaign for a sophisticated brand like Villa Maria, and we’re excited to see how far we can push it – this is just the beginning,” says Oliver Maisey, ECD at Contagion.
The campaign has run globally in key markets including the United Kingdom, Australia, the USA and Canada, and launched this month in New Zealand, with assets across OOH, Display, Social, OnDemand and Retail, and even a series of bus wraps in New York City and Chicago.
Dean Taylor, CEO and Founder of Contagion adds: “It’s such a privilege to partner with New Zealand brands that are loved globally. We worked closely with Villa Maria to create a campaign with a strong strategic insight that resonates with wine lovers across the globe”.
It’s been a milestone year for the iconic New Zealand wine brand, having recently rolled out new packaging across its entire portfolio that is fresh, modern, and reflective of the brand’s exceptional quality and 60-year heritage.
Head of Marketing and Communications at Villa Maria, Sarah Szegota, says “In-depth global research revealed consumers around the world love our vibrant, bold and fresh wines, and trust our brand and inimitable quality. It also showed consumers gravitated to the emotional and functional benefits of the ‘Made for the moment. Made from New Zealand’ brand platform.
“It’s been fantastic to have such strong creative partners in Contagion to help us bring this to life from ideation to campaign creation. The occasion-led creative resonates with our audience and captures the imagination. This campaign not only marks the next evolution of Villa Maria’s branding, but comes at a time the company is entering an exciting era under new ownership.”
Credits
Creative: Contagion
Media: Contagion Media
Production: Truman Films
