A WBM reader responds to the Wine Australia marketing campaign – ‘We Make A Wine For That’ – which is being rolled out again after its debut last year.
I’m as disappointed that Wine Australia is revisiting the ‘We Make A Wine For That’ campaign as I was when I first heard about the new campaign, slogan and visual assets last year.
Any marketer worth the average $1-$2.50 per bottle (a rough average from a quick internet search, don’t quote me) that wineries spend on marketing would know that the first rule in marketing is: if you market to everyone, you market to no one.
As a professional who has worked in the Australian wine industry for 15+ years, monitoring campaigns locally and globally, this campaign and its rollout are as generic as they come.
The assets are a ‘choose your own adventure’ of broad occasions that most commercial wineries around the world are trying to own.
Thankfully, the Wine Australia version comes complete with a ‘your logo here’ fill in the blank.
Having takeaway? Here’s a picture with a nameless glass of red next to some equally unremarkable pizza.
Marking an occasion? This cleanskin bottle of whatever will do the trick. There’s even a graphic for playing checkers to keep things exciting.
Sure, we make a wine for every occasion, but do we have to? Do we have to be every-man’s (and woman’s) wine? Where’s the soul of what makes Australia’s wine industry unique?
Where’s the celebration of innovation, tenacity, perseverance, or the countless families who have literally put their blood, sweat and tears into this industry?
Why can’t we create assets that recognise the individuals who make this industry so special?
Where’s the cheeky, down-to-earth, but not-too-serious personality of our great winemakers that makes the Aussie persona loved the world over?
Where’s the incorporation of Australia’s highly acclaimed and soon-to-be Michelin starred hospitality industry?
I understand that as a Government funded organisation, Wine Australia needs to create platforms that support the entire industry, but counting how many digital impressions the stock imagery and slogan achieved is not how I feel we’re going to change the narrative for Australian wine.
Where is the defined target audience?
How did those 4 million impressions turn into actionable change for Australian wine?
What behaviours are we trying to moderate and encourage through this messaging?
How are we crafting the message to best deliver a successful result?
I sit in a very privileged position commenting on this campaign, and I applaud anyone giving it a go when times are tough.
But at this stage, we need to be a bit more courageous, brave and attuned to what makes this industry unique instead of gentrifying the story for everyone.
– ANONYMOUS
Recent Comments