Using brand storytelling to launch the La Capra Wine Range
Agency: Coley Porter Bell South Africa (now Brand Union Africa - Cape Town)Client: The Fairview Wine Estate, Paarl, South AfricaCategory: Packaging (Drink)
Executive summary
Wine is a competitive business in South Africa. New brands often launch with advertising campaigns and large scale price promotions helping them gain traction. When 2009 the Fairview estate decided to launch La Capra in 2009 to capitalise on a prevailing consumer trend towards supermarket purchasing, Fairview had budget for neither.
The business has traditionally focused on premium, on-consumption wines under...