:: Disruptive marketing - oblique view - sideways approach
:: :: Australia / New-Zealand
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Being different works

It is possible to make quality wines and have a creative communication. One very good example of that is Innocent Bystander.

To start off, a website: www.innocentbystander.com.au, far away from the usual standards, unique, talking about its range of wines with both humour and seriousness, another way of looking at wine to create desire.

An advertising campaign broadcast in movie theaters, in the same mood as the website, to foster curiosity.
 



A friendly place to welcome the visitors, in the heart of the Yarra Valley, an open door on the winery and the promise of a different approach around the tasting. There is the will to make you feel at home. You will discover the wines and more: the whole place is designed so that you can share a relaxing time in a modern and unusual environment.

A limited but selective distribution: to be found in the best wine shops. A by-the-glass strategy in trendy bars and quality restaurants.

Finally, positive comments on the wine coming from specialists, influencers and referents, to confirm the quality.

Well, after that, you don't become an Innocent Bystander consumer, you become an adept!


   
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