By Andy Young
Brown Brothers has unveiled its new Masterbrand campaign, which it hopes will help consumers to “reappraise the Brown Brothers range”.
The campaign, titled ‘Brown Is’, aims to challenge perceptions of the brand by changing the way consumers look at the colour brown.
Fourth Generation Family Member and winemaker Katherine Brown said: “Unfortunately, at times the colour brown can be seen to be a little bit daggy and out-dated.”
“We hope this campaign will encourage viewers to re-consider the colour, and in doing so hopefully reappraise the Brown Brothers range”, she said.
The campaign targets 25-44-year-old wine consumers, a group which represents 42 per cent of all Australian wine drinkers.
Brown Brothers Chief Marketing Officer, Ellie Vince said: “Brand awareness with this consumer group is lower than for the rest of the population, and for those consumers who do know the Brown Brothers brand (42 per cent in total), the perception is that Brown Brothers specialises in fruity style wines – when in reality we have a fantastic breadth of range with over 30 varietals.
“The intent of the Brown Is campaign is to drive awareness of the Brown Brothers brand, and to challenge perceptions of the brand by showcasing the many different varietals, wines, and occasions that Brown Brothers caters to,” she said.
The Brown Is campaign started in mid-November through Palace Cinemas, digital, out of home, and in-store.