Hardy’s were looking to drive brand connection in a market defined by consumer promiscuity around promotional offers.
A two year journey to establish Hardy’s as the clear No.1 Australian wine began with the creation of a new brand strategy based on creating and cementing the story of 5 generations of the Hardy’s family. This drove a new brand architecture, complete brand redesign and the launch of a number of new products including William Hardy – a premium sub brand which found a sweet spot marrying old world quality and new world flair.
A strategy and activation plan that achieved brand growth against the backdrop of a declining category. No mean feat.