Noble Late Harvest

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”.

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.

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.