Below the Line

Moon unveils Matua wine rebrand

By Steven Raeburn | N/A

December 5, 2013 | 3 min read

The Moon Communications Group has undertaken a brand relaunch for Matua, part of Treasury Wine Estates.

Matua Wine

Matua Wine

The brand identity uses the tagline: “Made with Real New Zealand”.

Moon has commissioned artists Flox, Greg Straight, Annie Smits Sandano to create a piece of work which expresses what New Zealand means to them, to be used as a backdrop to the campaign.

“With Matua’s strong connection to NZ, and its innovative role in the wine industry, it was important to create a brand that would stand out, and truly reflect the wine’s unique personality,” said Moon’s creative director, Linda Jukic.

“The result is a strong, appealing brand position that tells of the brand’s history and future, and provides a platform for the global market.”

Matua’s global brand manager Adam Prentice said: “It’s hard to separate New Zealand and Sauvignon Blanc these days, but we want to remind consumers that not only were we the first to put them together, but we’re still breaking new ground.”

He added: “Because of this, we certainly didn’t want to become just another generic NZ wine brand that got lost amongst the more established competitor set. Moon absolutely nailed the development and execution of our Real New Zealand positioning. Not only did our internal stakeholder embrace the refreshing new brand direction, our customers, consumers , and even competitors are sitting up and taking notice of us.

“You simply cannot miss the bold look and personality our communications deliver, whether in-store, outdoor, in print or on-line. Our new look is already having a phenomenal impact on our brand awareness, which has increased by more than 300% since it was last measured. This is just the beginning and we are excited about working together on phase 2 of the plan, painting the world teal!”

The new Matua brand is now live in Australia and New Zealand and will roll out in the UK and US in 2014.

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