Casella Family Brands has unveiled a new brand campaign ‘Welcome to the Magic Hour’ to launch The Magic Box Wine Collection in the Australian market.
Developed by creative communications agency Connecting Plots, ‘Welcome to the Magic Hour’ is an integrated campaign activated across digital platforms, social media, in-store activity and PR.
At the heart of the campaign is a suite of content curated to capture, and celebrate ‘Magic Hour’, the transition from day to night, which also happens to be the moment when many choose to reach for a glass of wine.
The hero film captures the romance, energy and excitement of this transitionary period, when the day switches from mundane and routine, and the sky lights up with the wondrous possibilities of ‘what next?’
The film project was crowdsourced through a global creative community, including influencers, film makers and Getty to capture how ‘Magic Hour’ is experienced in amazing locations and various time zones across the globe.
Adrienne Renton, Senior Brand Manager said: “Magic Hour is that time of day that marks the transition from day to night, work to play. It’s a time of wonder, anticipation and excitement as to where the evening may lead.
“This campaign will engage potential drinkers with an authentic brand experience and build relevance at key drinking occasions and with appropriate social cues in the hope that when they decide to open a bottle of wine, they choose Magic Box.”
In store activity will launch on October 14 to support the campaign and drive purchase and trial. With every bottle of Magic Box purchased, consumers have the chance to win an amazing trip to experience ‘Magic Hour’ in one of four iconic locations – Paris, Florence, San Francisco or Tokyo.
The Magic Box Wine Collection is available now at major retailers, Dan Murphy’s and BWS nationally, and selected independent retailers with a RRP of $16. Varietals include: Remarkable Rosé, Wondrous Chardonnay, Spectacular Shiraz, Amazing Cabernet Sauvignon with some new releases to coincide with the launch – Splendid Sparkling and Sublime Sauvy Blanc.