Peter Lehmann Wines has launched a new brand platform: Like No Other. The global campaign went live in Australia earlier this month with other international markets likely to follow.
Casella Family Wines acquired Peter Lehmann Wines six years ago and since then, the brand has been a central focus for Casella which has worked hard to consolidate the portfolio, strengthen distribution and build brand awareness. Australia is the number one market for Peter Lehmann Wines globally and continues to perform solidly.
Now, with the foundations in place, Casella intends to build on the momentum of the brand, both in Australia and globally.
Peter Lehmann Wines’ portfolio of premium wines is broad, stretching from accessible premium wines ($15 – $20), suitable for everyday occasions, to ultimate luxury ($2,000). The core ranges of the portfolio are The Barossan and Portrait.
Peter Lehmann established the winery in 1978 and was an impressive figure of the Barossa as well as being an exceptional winemaker. The campaign pays homage to him as much as to the wine itself. In fact, it is his silhouetted profile that features in the creative for the campaign, as it has on the bottles of wines from his winery for decades now.
For a brand with has such a long history and in a category that is so competitive and fragmented, the challenge for the creative agency, Connecting Plots, was to create a campaign that was iconic, authentic, trustworthy and visually striking.
“Peter Lehmann Wines has a compelling and rich story with a longstanding history of Australian winemaking excellence. The new creative platform celebrates the uniqueness of the brand, as well as paying homage to Peter Lehmann himself who was a trusted, one-of-a-kind character of the Barossa,” said Adrienne Renton Senior Brand Manager for Premium Wines at Casella Family Brands.
“’Like No Other’ communicates the essence of the brand’s history, culture and experience in a way that is easy to understand, distinctive and conveys confidence to the consumer in what can sometimes be a complex and cluttered category for them to navigate.”
With strong foundations well in place, the first phase of the media campaign is intended to drive awareness and to support the master brand and core wines in the lead up to the festive season. This is especially important as consumers continue to choose to support local brands in their home market.
Beyond this first phase, Casella believe the campaign is one with a long tail, intending for ‘Like No Other’ to carry the brand well into the future with the potential to adapt the creative to promote the brand itself as well as specific products.
