Jacob’s Creek launches “Welcome to the Creek” platform in Australia
Jacob’s Creek has introduced its “Welcome to the Creek” brand platform in Australia, combining a new visual identity and advertising campaign with updated point-of-sale materials for its Iconic range.
A new identity for the Australian market
Jacob’s Creek has launched “Welcome to the Creek” in Australia as a new creative platform intended to renew its connection with consumers. Its imagery emphasizes optimism, sociability and the idea that shared occasions do not need to be perfect.1
The Australian rollout follows the platform’s UK debut in July, which accompanied a refresh of the range there. The changes included more explicit taste descriptions, such as “Juicy & Smooth” and “Zesty & Fresh,” designed to help shoppers navigate wines by flavour rather than grape variety.1
Vinarchy’s wider strategy
The campaign reflects Vinarchy’s stated ambition to redefine wine for consumers “from glass to grape.” Through the rebrand, Jacob’s Creek is seeking to connect its heritage and established position in the category with a new generation of drinkers.1
Global Brand Director Camille McKay said the platform is more than a redesigned appearance and will be developed with retail and on-premise partners across Australia. She said the aim is to give existing customers new reasons to select Jacob’s Creek while encouraging people who have not bought the brand recently to reconsider it.1
Advertising and retail rollout
“Welcome to the Creek” is being introduced through out-of-home advertising, video-on-demand and social platforms. An activation within the Australian Open precinct is scheduled for January, and visual artist Frances O’Sullivan created the campaign’s defining imagery.1
Jacob’s Creek is also updating point-of-sale materials for its Iconic range to reinforce the new identity at the moment of purchase. McKay said the producer is working with customers on in-store visibility, shopper experiences, menu listings and digital activations to create more opportunities for consumers to encounter and choose the brand.1
Le Petit Rosé recognition
The launch follows Best Rosé honours for Jacob’s Creek Le Petit Rosé at both the Sydney and Perth Royal Wine Shows. McKay presented those awards as evidence of the wine’s quality and approachable style, saying it was prompting consumers to take another look at Jacob’s Creek.1
Sources
Written by the Dionysus editors from the sources above.
