Wine brand Lindeman's is all about sunshine, the warmth of it on your skin and the way people chase it as it moves across the sky. That's the thought at the heart of Lindeman's new brand positioning, “It's the sunshine that makes it”.
Accompanied by a stop-motion ad which illustrates people's obsession with all things sunny, the brand refresh launched in Sweden in September but will be rolled out around the world in the next 12 months. It's a step away from 'traditional' wine ad with no vineyards or grapes in sight.
“The sun has always made us feel good; it's a human truth,” DDB Melbourne executive creative director Darren Spiller said. “In this campaign we've used the sun as a metaphor for how a brand like Lindeman's can make you feel.”
The Lindeman's brand is in 22 markets around the world.
