You are currently viewing the International Edition. You can also switch to the Hong Kong Edition.
Friday 28 November 2014

If that's interesting, how about these?

db Awards winners revealed

22nd May, 2013 by Patrick Schmitt

Best Launch

Penfolds AmpouleWinner: Penfolds Ampoule

Last year saw Australian producer Penfolds make a headline-grabbing break from the traditional fine wine launch with the creation of its 12 glass ampoules.

At £100,000 each, these were placed into some of the world’s most exclusive outlets, but generated a buzz for the brand that resonated far further afield.

Praised by the judges as “edgy” and even “quite brave”, the Penfolds Ampoule was hailed as a launch that “lifts the wine trade out of its comfort zone.”

Gallo Moscato and Holly ValanceRunner up: Gallo Moscato

With Gallo Moscato, the judges wanted to reward a “textbook” launch strategy that combined real category innovation with a fully integrated campaign.

With actress Holly Valance adding a touch of glamour and Gallo Moscato house parties, the brand showed streaks of originality in appealing to a clearly identified target audience.

Leave a Reply

Your email address will not be published. Required fields are marked *

You may use these HTML tags and attributes: <a href="" title=""> <abbr title=""> <acronym title=""> <b> <blockquote cite=""> <cite> <code> <del datetime=""> <em> <i> <q cite=""> <strike> <strong>