Insight
Decoding the insight.
Penfolds had strong brand admiration, but during the critical Christmas gifting period that equity was not converting into purchase.
We needed to turn admiration into action across key retail conversion moments.
From Penfolds to the world
We redefined the retail environment as a luxury wine experience for Penfolds, decoding the luxury gifting moment to drive measurable sales uplift during the most competitive time of year.
Outcome
31%
Sales uplift
The results.
- Sales uplift
- 31%
- More likely to convert
- 3.5x
Action
Developing the strategy.
We built a premium retail media ecosystem that elevated Penfolds in high-value environments and connected the brand with shoppers already primed to buy.
This included a presence in Chadstone Shopping Centre and an Australia-first Mix-In and Yahoo partnership to reach Dan Murphy's and BWS red wine shoppers across the open web.
Outcome
Delivering real results.
By making retail feel like a premium brand experience, Penfolds converted admiration into action and delivered stronger commercial performance in a key trading window.
CapabilitiesStrategy and planningRetail mediaWine and spirits
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More proof.
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