Brown Brothers Launches New Masterbrand Campaign

Brown Brothers is challenging consumers to see the colour brown through a different lens with the launch of its Masterbrand campaign. The campaign, entitled ‘Brown Is’, uses a mix of film, digital and out-of-home-media.

Fourth generation family member and Winemaker Katherine Brown features in the film, and plays an important role in reminding consumers about tradition, whilst also attempting to bring relevance to the brand.

“Unfortunately, at times the colour brown can be seen to be a little bit daggy and out-dated. We hope this campaign will encourage viewers to re-consider the colour, and in doing so hopefully reappraise the Brown Brothers range," Brown said.

The campaign was filmed entirely in North East Victoria, with the vast majority at the Brown Brothers vineyard and winery. It was developed to target the influential 25 to 44 year-old wine consumers, which Brown Brothers says represents 42 per cent of Australian wine drinkers.

Brown Brothers Chief Marketing Officer Ellie Vince, said, “Brand awareness with this consumer group is lower than for the rest of the population, and for those consumers who do know the Brown Brothers brand (42 per cent in total), the perception is that Brown Brothers specialises in fruity style wines – when in reality we have a fantastic breadth of range with over 30 varietals.

“The intent of the Brown Is campaign is to drive awareness of the Brown Brothers brand, and to challenge perceptions of the brand by showcasing the many different varietals, wines, and occasions that Brown Brothers caters to.”

The 'Brown Is’ campaign rolls out nationally this month. See the campaign below.