The pioneering winery that brought Sauvignon Blanc to New Zealand has relaunched its brand, in a far reaching campaign that aims to remind consumers that Matua is made by the “Real New Zealand”.
The brand relaunch for internationally acclaimed wine Matua, part of Treasury Wine Estates, was developed by Moon Communications Group, and comprises new positioning, a stunning look and feel and a range of campaign executions.
All communications utilise a new tagline and strategic direction also developed by Moon; “Made with Real New Zealand”. To further reinforce this positioning, Moon and Matua engaged three local artists to bring the brand to life. NZ artists Flox, Greg Straight, Annie Smits Sandano each created a unique piece of work which expresses what NZ means to them, and each of these pieces have been used as a backdrop to the campaign.
Other work undertaken by Moon includes the creation of a new typeface for Matua, creating assets that further bring the 'real NZ' positioning to life, and reinforcing the wine’s position as the country’s most innovative wine brand. Campaign elements utilising the new branding in Australia and NZ include online, outdoor, instore and press.
“With Matua’s strong connection to NZ, and its innovative role in the wine industry, it was important to create a brand that would stand out, and truly reflect the wine’s unique personality,” explained Moon’s Creative Director, Linda Jukic.
“The result is a strong, appealing brand position that tells of the brand’s history and future, and provides a platform for the global market.”
Matua’s Global Brand Manager & Vintrepreneur, Adam Prentice said with Matua growing at more than double the NZ category in each of its key markets, “the striking new brand purpose will enable us to take our brand story to the world”.
“It’s hard to separate New Zealand and Sauvignon Blanc these days, but we want to remind consumers that not only were we the first to put them together, but we’re still breaking new ground,” he explained.
“Because of this, we certainly didn’t want to become just another generic NZ wine brand that got lost amongst the more established competitor set. Moon absolutely nailed the development and execution of our Real New Zealand positioning. Not only did our internal stakeholder embrace the refreshing new brand direction, our customers, consumers , and even competitors are sitting up and taking notice of us.
“You simply cannot miss the bold look and personality our communications deliver, whether in-store, outdoor, in print or on-line. Our new look is already having a phenomenal impact on our brand awareness, which has increased by more than 300% since it was last measured. This is just the beginning and we are excited about working together on phase 2 of the plan, painting the world teal!”
Another important element to Matua’s new brand was an entirely new website - matua.co.nz created in conjunction with Moon’s digital partner Fusion. “We wanted the website to be more than just a customer interaction point, it needed to provide a brand experience. We wanted users to be left in no doubt about what Matua stands for and be enticed to come back for more,” explained Jukic.
“Creating the site from scratch really allowed us to consider how to deliver the best experience for each user group.”
Jukic said the new site contains a great mix of content, from the brand story, an explanation of how the artists were involved through to product description and events at cellar door.
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The new Matua brand is now live in Australia and NZ, and will roll out in the UK, Nordics and US 2014.