Noble Fellows, a Kiwi wine label with a rich, Shakespearean-inspired brand story, wanted our help connecting with a younger, tech-savvy audience. While its awesome anthropomorphised packaging design was unmistakable enough, it was clear that Noble needed to break out of its conservative conventions and adopt a digital point of view. Dialling up the Kiwi humour, we developed an unexpected twist on traditional food and wine pairings rendered in a Banksy-esque visual style. This saw the brand’s mascots, who found themselves being the food for the wine pairing, “deface” posters and posts to save themselves.

Results:
1k+ clicks through to BWS at a CTR of 0.09%
+12% over planned impressions
Total activity reached +2.3m people at 1.8 times

Solution: Noble Fellows is a Kiwi wine label with a rich Shakespearean-inspired brand story and awesome anthropomorphised packaging design. While loved and enjoyed by those in the know, Noble needed help connecting to a younger, tech-savvy audience. To do so, however, Noble needed to break out of its conservative conventions and adopt some irreverent digital thinking.

Together with media agency, Carat, we developed an unexpected, satirical twist on traditional food and wine pairings brought to life in a Banksy-esque look and feel. Essentially, the Noble Fellows – the characters on the packaging – formed part of the suggested food pairing which they then defaced to save themselves. The campaign launched with a tactical April Fool’s advert on LADbible and was supported by a host of digital assets. Our digital strategy, together with strategically placed traditional media (including street posters and digital screens in malls), sent both the brand’s newfound and existing audiences to the nearest physical or digital point-of-sale.

Creating the connection: The right digital strategy married with irreverent Kiwi wit and a compelling brand story came together beautifully to produce one of the brand’s most successful pieces of marketing to date.

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