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REBORN Group

YOU Wines. Wine for the digital generation.

The background

Love & Wine (a REBORN Group company) has successfully partnered with Australian Vintage Ltd (AVL) to launch YOU Wines into the Australian market – a wine brand designed specifically for the digital generation.The old expectation that people will just “grow into wine” no longer holds, with traditional advertising being shaken up, it was the ideal time for wine to harness new media avenues to develop and consolidate a message to a new, growing and poorly serviced market (Gen Y & younger Gen X). 

The brief

Create a wine brand designed specifically for the digital generation to result in a stronger appreciation and understanding of wine for Gen Y’s.  

The insight

Wines have personalities just like people do, so what you drink is a statement of who you are.

The execution

The new wine range needed to be a new and unique experience of wine, an opportunity for indulgence and for Gen Y’s to express themselves to the world. The end result was YOU wines. 

We developed individual personalities for each of the four drops, Pinot Grigio, Chardonnay, Shiraz and Cabernet Sauvignon. From there we created a digital campaign using social media and public relations, central to which was an interactive personality quiz  www.youwines.com.auOn completion of the quiz consumers ultimately discover which wine is perfect for drinking their way.

Which wine are YOU?

YOU wine computer test

YOU wine Chardonnay bottle

4 x you wine bottles

DAN MURPHYS HOME PAGE

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