McGuigan Wines
McGuigan Wines have been voted International Winemaker of the Year a record breaking three times, and the biggest selling red wine in Australia, yet unprompted awareness was incredibly low and when prompted, nobody knew how to pronounce the name.
One of the most powerful human emotions is social acceptance and we knew if we could position McGuigan Wines as the benchmark for quality, we could drive sales through leveraging this desire. With Alcohol Beverages Advertising Code (ABAC) very clear about not showing alcohol to change how you feel about something, we needed to ensure every execution was based around an occasion.
If you want to look like you know your wines when you arrive at a dinner party - Bring a McGuigan
If you want to show a little respect to your father-in-law - Bring a McGuigan
If you want to make a peace offering – Bring a McGuigan
In fact, whatever the occasion - Bring a McGuigan
The alliteration designed to help brand recall and easy pronunciation.
THE DECEPTIVELY SIMPLE IDEA
Bring a McGuigan
