Tempus Two has debuted an upweighted marketing program called ‘Distinctively Bold’, which includes its largest ever omni-channel advertising push, a high-profile shopper promotion and new product development.
Australia’s fastest-growing wine brand (data according to IRI MAT figures to June 31, 2019), Tempus Two sales have increased by more than 140% in the last five years.
To capitalise on the momentum, over the next eight weeks the ‘Distinctively Bold’ ad creatives, shot by iconic Australian photographer Michele Aboud, will appear on billboards in Tempus Two’s Sydney, Melbourne and Brisbane metro heartlands.
The out-of-home advertising will be supported by print adverts in leading fashion and lifestyle publications, including Vogue, Harpers Bazaar and GQ, with an upweighted spend across social platforms.
The campaign includes a $2 million collaboration with French Connection, where Tempus Two shoppers receive a $20 voucher to spend at the fashion retailer with every bottle purchased.
Tempus Two is also expanding its portfolio with the launch of a Pinot Grigio offering from King Valley, one of Australia’s premium cool-climate regions. Sold through leading independent wine shops, the Platinum series Pinot Grigio has an RRP of $24.99.
The Platinum Pinot Grigio is the first in a wave of product launches for the brand, with a collection of new wines rolling out across the Tempus Two portfolio this year, including a number of sparkling SKUs.
Tempus Two Winemaker, Andrew Duff, said: “Tempus Two is experiencing unprecedented growth and we want to build on that success with our consumer marketing push. It is the largest ever activation for the brand, which has become synonymous with cutting-edge style due to its on-going sponsorship of Mercedes Benz Fashion Week Australia. The ‘Distinctively Bold’ creative is designed to reinforce the wine’s association with style, while rewarding customers with an instant win $20 gift to spend at French Connection.
“We continue to push boundaries in terms of our innovative, award-winning wines, and want to be known as a genuine disruptor in the market, offering consumers a more contemporary alternative when shopping the wine category.
“The Platinum series Pinot Grigio is a premium expression of the classic Italian style with an Australian twist and demonstrates the versatility of native European grapes, which are gaining increasing popularity with wine drinkers looking for new styles and varietals. Tempus Two has carved out a strong reputation for its sparkling wines too, and we will be building on that with a raft of exciting new launches later this year.”