Penfolds has launched the brand’s first global brand thematic – Venture Beyond, a personalised gifting experience. The unique AR experience will allow consumers to send a personalised message with their gift.
Each limited edition product gift box will feature a QR code linking to the AR experience.
The platform will provide consumers the ability to create and attach a virtual personalised message to their Penfolds wine or follow links to view Penfolds content.
Penfolds chief marketing officer, Kristy Keyte said, “The introduction of ’Venture Beyond’ as our global thematic is a strategic shift for Penfolds from ‘fine wine’ brand to ‘global luxury icon’. A logical next step following the introduction of our Meet Extraordinary communications platform in 2020 – ‘Venture Beyond’ personifies our innovative spirit and desire to push the boundaries through self-belief.”
Developed in partnership with Manchester-based creative agency LOVE, ‘Venture Beyond’ will go global with touchpoints including packaging, point of sale, digital and events.
David Palmer, executive creative director at LOVE said: “The territory of space exploration resonated with the core values we identified in Penfolds – daring, pioneering, boundary pushing, inspiring – and provided a platform for global consumers to interact with Penfolds in a new and exciting way.”
Penfolds ‘Venture Beyond’ thematic will be live in key markets from March 2022.
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