Australia’s oldest and largest selling global wine brand, Hardys had over recent years been traded down into the ‘value’ segment of the market.  There was a need to build more value into the brand.

What market segment should Hardys focus on, how should it position itself and what level of marketing support will be required?

What did we do?

• Scanned and evaluated 3 major markets (Australia, US and UK)
  
• Developed a global strategy
  
• Researched consumer attitudes in order to inform brand positioning
  
• Quantified segments
  
• Evaluated brand economics
  
• Developed brand architecture for sub-brands
  
• Outlined brand investment requirements
  

What was the outcome?

Having answered the strategic questions, the next stage was creative execution and communications.  The creative brief was written and creative positioning developed.  The campaign began mid-July and included a TV commercial, outdoor media, Point of Sale design and production and magazine print advertising.