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Noble Late Harvest – Creative brand positioning

Nederburg 

Period: 2 months of work – April and May 2014

Objective: Communicating Nederburg’s Noble Late Harvest to the press – a dessert wine made from late harvest grapes; and driving media articles.

Strategies:

  • Potentiating Nederburg’s participation at the Wines of South Africa (WOSA) trade show, in São Paulo.
  • Developing a creative press kit.

Challenge: Brazilians don’t have the habit of drinking dessert wines. It was not a launch, but a wine already available in the domestic market.

Creative Press Kit:

Day 1
A mailing list of journalists and influencers received a box with a crystal glass, but the wine niche was empty, giving the sensation of an incomplete kit. It was accompanied by a letter: “Some things in life are worth the wait”.

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Day 2
On the following day, the same people received the wine to be placed in the box, completing the gift. With the second delivery, a flash drive with images, technical details, information, and a letter: “There’s no rush for quality – Nederburg Noble Late Harvest

Parceria com o principal mentor de Economia Criativa do mundo, o britânico John Howkins, que cunhou o termo ‘Economia Criativa’ em 2001 e passou a cumprir agenda interna, com docentes e discentes, e externa, em nome da instituição no Brasil.

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Results

  • More than 200 journalists contacted
  • 20 journalists met during the event
  • 38 publications in 2 months
  • More than 150 thousand impressions
  • 156 million pageviews

And many comments about the action:

"At first, I thought the wine had been stolen, but I read the card and understood. This action has made history.” Walter Tommasi – Go Where Gastronomia

“Excellent marketing action. I confess when I opened the box I didn’t understand anything. Reading the letter, it all became clear.” – Beto Gerosa - IG

“Extremely elegant and intelligent action.” Alexandre Frias – Diário de Baco.

“The ‘trick’ was pretty cool. The action’s idea highlighted the concept of a late harvest.” Zoraida Lobato – Vinho Magazine.

In the midia

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GoWhere Gastronomia

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GLOBO.COM

 FOLHA DE SÃO PAULO

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BLOG FALANDO DE VINHOS

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Revista Vinícola

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Jornal A Gazeta
(Vitória – ES)

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REVISTA BACO

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JORNAL BRASIL ECONÔMICO

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BLOG CHÂTEAU DE JANE

Revista GOSTO

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Jornal Diário do Nordeste (Fortaleza – CE)

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REVISTA ADEGA

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REVISTA ADEGA

Revista GULA

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Diário de Baco

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Tribuna do Norte
(Rio Grande do Norte)

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BLOG DO JERIEL

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+55 (11) 3083 7399
[email protected]
Rua dos Pinheiros, 54 - Conj. 3  -  Pinheiros
São Paulo SP  -  05422 000

+55 (11) 3083 7399
[email protected]
Rua dos Pinheiros, 54 - Conj. 3  -  Pinheiros
São Paulo SP  -  05422 000

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