Lindeman’s launches World Smiles campaign

By Andy Young

Lindeman's is launching a new 'World Smiles' marketing campaign with digital, still, video, in-store activations and limited edition bottles.

In conjunction with Melbourne's J Walter Thompson agency, Lindeman's has aimed to find out what makes people smile. This search is then reflected in the campaign's stories of friendship and positivity.

Lindeman's global marketing manager, Tasha Harp, said: “This campaign is a modern interpretation of Lindeman's positive philosophy, which was first expressed by founder Dr Henry Lindeman in 1843 and has been a consistent value of the brand ever since.

"Lindeman's is available in 100 countries around the world, so we sought to capture just some of the locations and moments where Lindeman's is enjoyed.”

The campaign was shot in four locations around the world – London, Stockholm, Guangzhou and Sydney – by internationally renowned photographer, Sophie Ebrard. Ebrard took a journalistic approach to subject and story, scouring each location to uncover interesting stories from ‘real people' who enjoy Lindeman's and capturing these, both on film and through still photography.

“Lindeman's has been making people smile for over 170 years,” said J Walter Thompson's Paulina Embart. “And this campaign celebrates those little, everyday things that make us happy. Inevitably, it's a real sense of social connection that lies at the heart of joyful moments.”

The new campaign will be seen around the world and is being launched this month.