Wolf Blass' daring new campaign

Wolf Blass has launched its new campaign: 'Why Settle When You Can Soar' - intended to encapsulate the determination and spirit of the brand's founder, Wolfgang Blass.

The campaign is intended convey Mr Blass's spirit of creativity, flair and his healthy disregard for the status quo, asking consumers ‘Why Settle When You Can Soar?’, and to inspire people to embrace their differences and individuality. it is also intended to capture the imaginations of a new generation of wine drinkers.

“For almost a decade, Wolf Blass’ ‘Here’s To The Chase’ campaign inspired audiences around the world and included themes of pursuing our dreams, stepping out of our comfort zones regardless of risk, rules or boundaries, and reminded us to listen to the voice inside of us that says: ‘chase it’. Fast forward to 2022, and ‘Why Settle When You Can Soar’ takes this message forward in a more progressive and engaging way, evolving it for today’s audiences,” says Angus Lilley, Treasury Premium Brands’ Chief Marketing Officer and General Manager Sales ANZ.

“Wolf Blass has always been synonymous with wine drinkers of all ages and walks of life from all over the world. Therefore, the brand is challenging the world to ask ‘why’ more often. Because we cannot and should not settle until everyone can soar.."

With this global campaign launching initially in Australia before extending to the UK, Europe, Canada and Asia markets, it will roll out across TV, OOH, BVOD, Cinema, Digital and Social Media and including light projections in city landmarks across major capitals.

The campaign features people spanning different ages, sexual orientations and gender identities as well as those with disability. Wolf Blass has partnered with various community groups and organisations, including Adelaide-based Restless Dance Theatre – Australia’s leading dance theatre company for neurodiverse artists and artists with and without disability (who are featured in the campaign), as well as Out For Australia – a leading LGBTQIA+ mentoring organisation who will partner with Wolf Blass to tailor its flagship mentoring program to expand their support to regional Australia, with the aim of empowering more young Australians to thrive as their authentic selves.