Edenvale

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Building a category

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CONVINCING AUSTRALIANS TO DRINK NON-ALCOHOLIC WINE

The Challenge:
Edenvale is the market leading non-alcoholic wine sold in supermarkets throughout Australia. How do you position a unique product in a beverage category that enjoys little awareness and a huge level of "not for me"?
The Solution:
We developed a unique brand proposition that would not be confused with the thousands of wines on the market....and for a niche brand tried to punch above its weight by creating confronting and controversial advertising. The combination of pregnancy & drink driving seemed perfect!
The Result:
Our combined digital POS media, cinema & outdoor campaign created over 5 million impressions and help attract new users to the brand.
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