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‘Jacob’s Creek...We are made by here...this valley with all its charms and challenges...Made by the sun that makes or breaks our hearts...Inspired Vistas...late night obsessions and walled tears...made by 160 years of doing what we love ...Birthed from the land...shaped by the people...inspired by the Continent...Made by Australia... Jacob’s Creek...made true.’
The mellow yet powerful words from the 30-second TV commercial synched properly with imagery, are soon to ring in your ears and leave a positive impression after watching this first part of the campaign being initiated by Jacob’s Creek since launching a new global brand identity in 2014. This new ‘Made By’ brand campaign celebrates the people, places and passions that go into crafting every bottle of Jacob’s Creek wine.
Filmed at the home of Jacob’s Creek, the global campaign features actual winemakers and growers involved in producing the wine. It provides a glimpse into the lives of the people who make Jacob’s Creek, the land that inspires and challenges them and the wines they craft.
Derek Oliver, global Marketing Director of Jacob’s Creek says that the ‘Made By’ campaign demonstrates the authenticity of Jacob’s Creek by emphasising their winemaking credentials, quality and heritage. ‘We are proud to showcase what Jacob’s Creek is Made By, bringing together the real people behind the brand and capturing the brand's provenance. This new campaign takes consumers deep into our story, to show them what we’re really ‘Made By’. Many people don’t realise that Jacob’s Creek is a real place. It’s not just made in Australia; we’re Made By Australia; we draw inspiration from the people, places and passions behind the brand.”
‘Made By’ is an integrated campaign to be launched on TV channels, retail store promotions (where allowed), digital and PR channels. The broadcast and digital campaigns begin rolling out globally, including main markets Canada, China, Australia, the UK and India now and throughout 2015.
Kartik Mohindra, Business Head – International brands, Pernod Ricard India, says “India has been taken over by the flavour of Australia with Jacob’s Creek being the single largest brand imported into India. We are very excited to share the new ‘Made by’ global campaign with India as it truly communicates the essence of the brand, paying tribute to its roots in Australia.”
You may view the TV commercial on www.madebyjacobscreek.com. You will have to fudge the country of residence as it does not currently allow the content to be downloaded in India though the company is meticulous in dissemination of information only to the legal adults. The second part of the campaign is the human story of their global brand ambassador: Life of World No. 1 tennis player Novak Djokovic and what he is ‘made by’. You can view his never-before- told story here
Pernod Ricard, the parent company owning Jacob’s Creek, does not share the information about the sales figures in India but our reliable estimates put the figure between 50,000-60,000 cases in 2013-14, making Jacob’s Creek the largest selling imported single brand. The figure is expected to cross 70,000 cases this year making Pernod Ricard the largest importer in India and within 2 years, just the single label is expected to become the biggest ‘importer’ in India, topping the ‘Top Ten’ importer list released by the Indian Wine Academy every year and transmitted through delWine.
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