Case #1. Creating Lindeman's Gentleman’s Collection.
Question?
How do we encourage young men to grow into wine sooner rather than later (And wean them off beer and spirits)?
Insight:
Gentleman is the new gangster.
Answer!
The same way Dr Henry Lindeman’s did in 1843 to get a rum soaked colony off hard liquor.
Case #2. A very cool change for Cool Ridge.
Question?
How do you make people feel good about one of their biggest necessary evils – Water in plastic bottles?
Insight:
I want to know I’m doing the right thing when I don’t always remember to take my water bottle from home.
Answer!
You don’t just stop at introducing recycled and recyclable plastic.
Case #3. Blass. By Wolf Blass.
Question?
How do you make an 80’s icon premium again for a new generation of wine drinkers?
Insight:
Wine is as much a fashion statement at a dinner party as what I wear.
Answer!
New Masterbrand, packaging and a sexy new sub brand that ‘gives and gets’ for the Masterbrand.
Case #4. Oli6 infant goat milk formula Australian Relaunch.
Question?
What do you do when your biggest export market, China, dries up when Covid shuts the doors on you?
Insight:
China Mum = Tiger Mum
Australian Mum = Nurturing Mum
Answer!
Born from Nature. Led by Science.
Case #5. Rosemount as “Café Menu Board”.
Question?
How do you resuscitate a delisted Rosemount brand by leveraging it’s heyday as “the BBQ wine in the 90’s”?
Insight:
Wine is all too complicated, I just want to know what to drink with dinner.
Answer!
Don’t be shy… You give it a new occasion and make it clear without apology!
Case #6. What’s Bondi Vet without Dr Chris.
Question?
What do you do when your much loved ‘Hero’ leaves your successful program?
Insight:
Every vet has their own archetypal character that connects with viewers in different ways.
Answer!
Don’t try to replace him (No one likes an new version of the real thing). You shift from ‘superman’ to ‘the marvel ensemble’.
The Company we keep.
