Alter Ego


Yalumba was perceived as old fashioned. We had to show a more contemporary side to the brand. Or perhaps, two sides. We took two characters from their portfolio, two wines from the same family yet with very different personalities, and made them the stars of a new campaign spearheaded by an intriguing cinema ad. In addition, a campaign microsite showed the flipside of their stories. Each side literally mirrors the other and all content flips around as the user moves the curser from one side to the other. Post campaign analysis showed an 11.5% increase in brand awareness, quality perception increase of 15.3% and sales increased by 9%.