Fine campaign for fine wine
Local wine producer based in the south of England, Nyetimber, has collaborated with independent creative design agency Deep, to roll out a new campaign across the UK. The campaign was launched on the occasion of Nyetimber’s new product release, 1086, making it the highlight of the brand’s offerings.
Being the only only English sparkling wine, Nyetimber’s campaign focuses on the product’s selling point, its origin, to compete against established brands and their similar offerings of Prosecco and Champagne.
Grant Bowden, creative director at Deep says, “1086 is only made when the grape harvest is exceptional and is named after Nyetimber’s first mention in the Domesday book of 1086. Our campaign needed to reflect both the brand’s rich, British heritage and the exceptional quality of the product, which is stocked in Harrods and Fortnum & Mason.”
To stand out from its competitors, Deep came up with a brand strategy that shifted Nyetimber’s brand positioning to being a luxury British winemaker, which holds the status and prestige of a local sparkling wine. Derived from that idea, the concept of ‘Made Glorious’ was born, a Shakespearean quote, which reflects Nyetimber’s approach to wine production and gives 1086 an air of elegance and finesse.
The campaign consists of digital, film and print advertising, native advertising, guerrilla-style visual projections at London’s iconic landmarks, brand film and photography, and a selection print collateral. Deep’s work for Nyetimber has so far been covered by several established media titles, such as the Financial Times, Vogue, Esquire, Harper’s Bazaar and the Daily Telegraph Luxury.
Matt Shelley, design director at Deep says, “The focal point of the campaign is the film featuring incredible violinist Sally Potterton and a narrative linking the anticipation and excitement of playing a once-in-a-lifetime concert with the unforgettable experience of tasting the rare 1086 sparkling wine for the first time. Sally was perfect as she’s a classical violinist with a contemporary twist – reflecting Nyetimber’s heritage and luxury positioning while nodding to their contemporary forward-thinking approach.”
Deep built a campaign that resembles a cinematic experience, evoking a stimulating and electrifying sensation with its work. Along with the new campaign, Deep conceived a new set of brand guidelines for 1086.
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