Penfolds has launched a new campaign with its sights set firmly on becoming a global luxury icon as the brand continues to innovate in technology marketing following the highly successful launches of Penfolds Magill Cellar 3 on NFT marketplace Blockbar in late 2021 when a barrel of Penfolds Magill Cellar 3 sold in 12 seconds.
Penfolds’ first global brand thematic,Venture Beyond, is designed to capture the imagination of global luxury consumers using augmented reality and QR codes.
Penfolds Chief Marketing Officer, Kristy Keyte said, “The introduction of Venture Beyond as our global thematic is a strategic shift for Penfolds from ‘fine wine’ brand to ‘global luxury icon’. A logical next step following the introduction of our Meet Extraordinary communications platform in 2020 – Venture Beyond personifies our innovative spirit and desire to push the boundaries through self-belief”.
In late April, Penfolds will launch a personalised gifting experience – the unique AR experience will allow consumers to send a personalised message with their gift. Each limited edition product gift box will feature a QR code linking to the AR experience. The platform enables consumers to create and attach a virtual personalised message to their Penfolds’ wine or follow links to view Penfolds’ content.
Australian illustrator Jason Solo interpreted the ‘Venture Beyond’ concept in a playful, luxurious way – using his refined style full of intricate detail, paired with striking colour palettes and dynamism.
Developed in partnership with Manchester-based creative agency Love, Venture Beyond is an omnichannel global execution with touchpoints including packaging, point of sale, digital, experiential and events. Inspiring, unexpected and infinitely sharable, Venture Beyond will leverage themes centred around space exploration, daring to go where other wine brands have never gone before.
David Palmer, Executive Creative Director at Love reflected on the new brand thematic, saying “The territory of space exploration resonated with the core values we identified in Penfolds – daring, pioneering, boundary pushing, inspiring – and provided a platform for global consumers to interact with Penfolds in a new and exciting way. We hope consumers will be over the moon when experiencing each touchpoint”.
Penfolds Venture Beyond thematic is now live in key markets – across platforms including outdoor, print, social media advertising, video advertising, point of sale and experiential activations.
