Casella Family Brands has appointed Connecting Plots as lead creative agency across Magic Box Wines, part of their premium wine portfolio. ‘Welcome to Magic Hour’, is the first brand campaign for The Magic Box Wine Collection, bringing to life the newly developed brand identity and global brand platform ‘Wonders Never Cease’.
“We’re excited to be working with Connecting Plots, whose integrated offering is helping us build our brand over the long term.” Says Adrienne Renton, Senior Brand Manager. The ‘Welcome to Magic Hour’ campaign celebrates the transition from day to night, work to play, where wonder, anticipation and excitement builds as to where the evening may lead. The campaign aims to engage target consumers with an authentic brand experience and build relevance at key drinking occasions and with appropriate social cues.
At the heart of the campaign is a suite of video assets which capture and celebrate the beauty, energy and excitement of this transitionary period in a distinctive and ownable way for Magic Box and help consumers understand the varietals in the range.
The film project was crowdsourced through a global creative community, including influencers, filmmakers and Getty custom content to capture how magic hour is experienced in amazing locations and various time zones across the globe.
Tom Phillips, MD of Connecting Plots explains: “We know from experience that authenticity is key in building a strong emotional connection, especially with younger adults. By co-creating with a community of content creators, we’re able to circumnavigate the veneer of traditional advertising and build awareness of the brand in a way that’s authentic and entice target consumers into discovering more about Magic Box.”
The campaign is currently rolling out in Australia with in-store activity to support the campaign and drive purchase and trial.
Connecting Plots is also working across the Peter Lehmann range.