The brightest star in the Treasury Wine Estates firmament, Penfolds, has launched its first global brand theme, Venture Beyond.
Penfolds CMO Kristy Keyte said Venture Beyond represents a strategic shift from fine wine to global luxury icon. The positioning builds on its Meet Extraordinary communications platform from 2020.
“Venture Beyond personifies our innovative spirit and desire to push the boundaries through self-belief,” Keyte said.
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 will provide consumers the ability to create and attach a virtual personalised message to their Penfolds wine or follow links to view Penfolds content.
To bring the space thematic to life, 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, Keyte said.
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.
LOVE executive creative director David Palmer said, “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 will be live in key markets from March 2022, across platforms including OOH, print, social media advertising, video advertising, point of sale and experiential activations.
