Shelf Life: Port2Port.wine goes on surrealist odyssey with Pier2Pier
Cheryl Hunter (shelflife at marklives.com)’s weekly pick of all things new — product, packaging, design, insight, food, décor and more!
- Wine on a new odyssey
- Shoprite launches R5 meals
- Father’s Day gifting with Gentleman Jack and Makro
Finding a port in a storm of ads
Online fine wine marketplace, Port2Port.wine, has launched a surrealist print ad campaign aimed at the rapidly evolving wine drinking market, where creating talkability is essential in the heavily saturated landscape.
Port2Port.wine is based on the Amazon marketplace trading model, combining beautiful designs, stories and purchasing guidance with a reportedly fast, reliable and competitive wine-buying solution: wines are shipped directly to consumers from wine farms’ cellar doors at cellar-door prices — an exchange that ensures provenance and in-stock availability.
Conceptualised and designed to feature dreamlike and surrealist imagery by sister digital agency, Pier2Pier, the first in the three-part series depicts a whale floating through a big city skyline, acting as a vessel of transportation for a bottle of Southern Right Pinotage. The scene is ‘framed’ with hot air balloons, suggesting other wine lovers on their own wine odyssey — guiding them to their ‘port’ of call, Port2Port.wine.
Creative lead at Port2Port.wine, Dalene Fourie, says the campaign is hinged on a line penned by Homer in the Odyssey: “’It is the wine that leads me on, the wild wine…’ This sentiment has echoed through the centuries and resonates even today as the perfect illustration of not only the individual consumer’s journey but the ever-expanding selection of wines that drives the journey. It is therefore not only the wine that leads both the consumer and producer on, but their own curiosity and need of discovery.”
The second ad will be released in July and the third in September, in time for premium magazine deadlines and to create a mood of anticipation.
Vincent Bührer, an owner of Port2Port.wine, claims wine producers in South Africa are encountering an interesting shift in terms of how they think about marketing and who they market to and the new campaign takes this into consideration: “SA wineries are producing phenomenal wines, some only in small quantities, and these especially need creative ways to reach consumers — and the traditional routes to market are coming under scrutiny as a result.”
According to him, data shows that more consumers are eager to engage with wine — and are doing so by becoming more educated in the wine-purchasing choices they make. Port2Port.wine responds to this market trend by using technology to drive a lively wine conversation and associated sales.
Meals for many
Consumers are facing difficult economic times and food is top of the expenditure list, but Shoprite stores are offering a reprieve: The R5 meal.
The retailer regularly subsidises the cost of basic food items and has extended its bread subsidy indefinitely, with its 600g in-house bakery bread retailing for just R4.99 since April 2016.
In addition, the Shoprite Group has a robust hunger relief programme in place to address the food-security challenges faced by so many people across the African continent and its mobile soup kitchens have been serving vulnerable communities on a daily basis for a decade.
The new R5 meals include: fried fish (R5), potato hashbrown (R2), chicken hotdog (R3.50), fried egg and tomato sandwich (R4), soup and vetkoek (R5), and boiled egg and vetkoek combo (R4).
Gifting the gentleman
As a celebration of Father’s Day and in recognition of the memories created with the gentlemen in our lives, Jack Daniel’s and Makro are providing the opportunity to create personalised engraved bottles of Gentleman Jack.
To purchase a bottle of Gentleman Jack for R299 and create a free personalised message to your dad, go to any participating Makro store (Woodmead, Centurion, Selby, Germiston, Silverlakes, Strubensvalley, Milnerton and Springfield) on 16 June, 2pm-6pm, and 17 June, 10am-3pm
Cheryl Hunter (@cherylhunter) has written for the South African media, marketing and advertising industries for more than 15 years. A former editor of M&M in Independent Newspapers and contributor to Bizcommunity, AdFocus, AdReview and the Ad Annual, she has also produced for various television networks and currently consults on communication strategy and media liaison.