The wine category is traditionally stuffy & complex - focusing on sophistication and heritage. We needed to shake things up to drive penetration in this fiercely competitive category.
Our new global platform for Jam Shed “There’s no such thing as too jammy” connects a rational benefit to emotional resonance by turning a potential weakness (too jammy) into an unapologetic strength.
Recognising that what some people hate about the brand actually helps fuel the love all the more.
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