Vinarchy is rolling out new branding and a global marketing campaign for Hardys in what the company said is the “biggest investment in many years” in the Australian wine brand.
The changes focus on Hardys’ three core ranges, Core, VR and Stamp, all of which have been redesigned to make them “easier for shoppers to understand and navigate”, according to the brand owner. Of these three, two have also been renamed: the Core range has become ‘Crest’ and VR is now the ‘Voyaging Range’.
The brand refresh will be accompanied by a worldwide marketing campaign, titled ‘Almost Unbelievable’, from next month. Activity will feature in the company’s ‘EMEA’, Asia and Australia regions and will include television, out-of-home, social media, in-store and online elements.
The campaign includes a 30-second advert (below), which will also be released next month.
“Hardys is one of Australia’s most legendary wine brands, and its recognition and consumer trust give us a very strong place to start,” said Vinarchy’s global brand director for Hardys, Lucy Bearman. “But the epic story behind the brand hasn’t always been visible to shoppers. Consumers told us they found the brand confusing, with too many tiers, products and price points, and that the packaging had started to feel tired.
“We saw a real opportunity to change that. We’ve overhauled everything, from brand architecture, wines and packaging to positioning and how we tell our story, so Hardys is easier to shop, more modern on shelf and more emotionally engaging. Our ambition is to return Hardys to its place as the number one Australian wine brand.”
Last month, Vinarchy extended the Fruit Fusion line of its Echo Falls wine brand to incorporate an RTD-sized pack offering.
