Launch the Kylie Minogue Wines brand to the Australian market with a level of obtainable sophistication to capture the unique essence of the contemporary Australian lifestyle.
The Solution / The Idea:
SBCo positioned Wines by Kylie Minogue as a desirable yet affordable wine offering across the target demographics, leveraging Kylie Minogue’s mass broad appeal and popularity to secure media and social coverage.
SBCo partnered with trusted catering partner Katering to help create a pop up picnic hamper. Together we designed a PR package to bring the wine to life and engage the Australian market. The hampers were essential in driving talkability surrounding the signature Rosé as elevated everyday wine offerings, the perfect accompaniment to the quintessential lifestyle and food offering in Australia.
When distributing the hampers to targets, all three pillars were considered: fashion, hospitality and lifestyle media and influencers as Kylie and now Wines by Kylie Minogue lends itself to all three.
As a result 50 hampers were gifted to media, influencers, friends and Australian colleagues of Kylie Minogue. Distribution of the hampers were carefully thought out with a focus on the wine, food and flowers all being delivered at an ideal temperature. All recipients were engaged with prior to sending the hampers and once they arrived to secure successful coverage.
Product was also seeded to key media through a pre launch gifting prior to any media opportunities and press release distribution. Very thought-out media were targeted and pitched a Kylie Minogue interview, research and diligence was key to ensure no negative press was created surrounding the wine.
SBCo successfully launched Kylie Minogue wines to media and influencers across print, online and broadcast media. Through the media outreach SBCo secured 4 TV interviews, 8 print articles and 12 online articles, all announcing the wine in a very positive light. The social media supported this with a total of over 60 Instagram posts.