South African wine brand Makulu launches ‘Makulu Moments’ next month, a consumer campaign which will be rolled out on pack, digitally and on social media across the summer.
The campaign celebrates the summer socialising and being outdoors with an added Makulu South African twist. It builds on last year’s Braai BBQ promotion which tapped into the Great British love of BBQs which also happens to be an obsession and way of life in South Africa. Brand owners International Brands Ltd (IBL) have teamed up with digital agency Airship to execute the campaign to encourage consumers to engage and share their ‘Makulu Moments’.
Marketing Manager Helen Dakin commented:
“We wanted last year’s campaign to start a conversation with our consumers. This year Makulu Moments is all about taking that conversation further and acknowledging that the British summer is enjoyed in so many different ways by different people. This years prize theme is ‘Picnic Packs’ which gives consumers the chance to win everything they need to create Makulu Moments this summer anytime, anywhere whether its festivals, BBQs, outdoor parties or adventures in the countryside. Putting Makulu at the center of these sorts of social occasions helps us communicate that Makulu offers a great variety of wines, to suit all tastes and is all farmed in a 100% sustainable way.”
Makulu in 104% growth
Paul Hinks, Retail Sales Director for IBL Wines “Our investment to build awareness of Makulu combined with our quality and pricing has driven 104% growth in the last 12 months. As Makulu Moments goes live we will also launch Makulu Pomüla, a rosé based wine spritzer blended with pomegranate and marula fruit flavours so we are hoping for some great Makulu Moments this summer ”
The Makulu Moments promotion launches in June and is live until September across UK and Republic of Ireland. There will be weekly prize draws across the summer with a social media campaign running parallel to the on pack. The limited edition Makulu Picnic Backpacks include 2 bottles of Makulu,1 bottle of Pomüla, biltong, picnic blanket, bottle cooler, dining set and wine glasses for 4 and lots more! The consumer will be able to enter the giveaway through www.makulumoments.com web page or through a number of social media initiatives.