Pernod Ricard Winemakers’ I AM GEORGE label is launching a new campaign that thumbs its nose at the Federal election.
The brand will be taking over the Southern Hemisphere’s largest billboard on Glebe Island Silos from May 13 to June 2 with its latest above the line, which highlights the award-winning wines frank tone and quality credentials.
The billboard on Glebe Island Silos will have the tagline – Unlike elections, this wine will leave a good taste in your mouth.
Eric Thomson, Marketing Director, Pernod Ricard Australia, said: “I AM GEORGE has a personality unlike other wines brands. GEORGE is a great tasting wine that doesn’t take itself too seriously and isn’t afraid to break the ‘rules’ of how wine has traditionally talked to consumers.
“We will be making bold statements that spark conversations to enjoy GEORGE with, rather than boring consumers by talking about grape typicity and aromas.”
Kirsty Muddle, Managing Director at Cummins & Partners, which created the campaign, said: “I AM GEORGE is a wine that challenges convention. It gives license to a campaign that can be bold and interrupt the status quo. I AM GEORGE, ‘I AM BOLD’ in the first instance will culture jack the election.
The campaign supports the launch of two new wines in Australia.
I AM GEORGE was launched in 2017 as a response to consumers wanting something new and different in a traditionally conventional sector.
Available in a 750ml bottle at an RRP of $19.99, I AM GEORGE now includes its first white, a Chardonnay and a Cabernet Sauvignon both from the Limestone Coast. The full I AM GEORGE collection including the two new wines is available at leading liquor retailers.