Penfolds rolls out masterbrand campaign to mark 180th year
Penfolds has unveiled a new campaign via MONKS, underpinned by the Australian wine producer’s Venture Beyond platform.
Leading the global rollout is a 30-second film to be supported in key markets around the world, including Australia.
Featuring wines from the Penfolds Collection, the campaign captures the pioneering spirit and power of blending Penfolds has championed since 1844.
Penfolds chief marketing officer Kristy Keyte said: “It takes curiosity to move towards the unfamiliar, to renew and to begin – a Penfolds philosophy, which is visually embodied in the new Masterbrand campaign.
“Working alongside industry-leading artists like Lea and Roberto Colombo has re-energised our creative approach, taking Penfolds Masterbrand to the next level. We’re excited to bring this truly global campaign to the world in Penfold’s 180th anniversary year.”
Penfold’s new Masterbrand campaign first launches in Australia this August, followed by China, South-East Asia, and the UK in September.
The campaign will be seen across OOH, digital, social, print, and experiential.
Penfolds was founded in Adelaide in 1844 by Christopher Rawson Penfold, an English physician who emigrated to Australia, and his wife Mary Penfold. It is one of Australia’s oldest wineries and is currently part of Treasury Wine Estates.
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