Featuring real people
at the winery, it shows how on a very personal level, their passion has built
Nederburg into one of South Africa's most successful brands, as a market leader
and the winner of many global and domestic awards and accolades.
The campaign, built on
a simple but very authentic message, brings to life the strong pride and
commitment shared by every member of the team. No matter what their role in the
winemaking process, from soil to glass, it tells the story about people who
don't merely care about their work but genuinely love what they do.
"Nederburg speaks
to everybody who enjoys wine," says global marketing manager Lynette
Harris, "whether you simply want a great bottle for dinner tonight or are
a serious collector. To successfully appeal to such a broad audience is a
remarkable achievement. When we looked at what makes this brand tick, what has
kept it alive, relevant and interesting to so many people for so many years, we
realised its success relies on the heartfelt involvement of every single person
associated with our winery."
Established in 1791,
Nederburg has been a prominent brand in South Africa for over 70 years.
"The brand enjoys
huge respect and renown and with that comes great responsibility not just in
upholding but in advancing a very long-standing reputation. This isn't a task
for the faint-hearted. It's very hard work. It's for people with guts,
determination and a zealous, meticulous attention to detail. You have to
unreservedly love and believe in what you do and in a nutshell, that's
passion."
The TV commercial shows
cellar-master Razvan Macici flinging glass after glass of wine to the floor
over many hours as he drives himself and the team to be better and better, and
then to top that again.
"Ours is a pursuit
of mastering wine and there is no end to it," explains Harris. "Raise
the bar and it means next time you have to work harder to surpass it.
Passion leaves no room for complacency and that is what we try to tell wine
lovers in a fun and friendly way, so they can be assured of great quality and
the very best contribution from a very talented team."
To watch Nederburg’s
new TV commercial that is now flighting on SABC 1, 2 and 3, eTV, M-Net, M-Net
Series, Mzansi Magic and ENCA television channels, follow this link: http://bit.ly/1tyIvpv.
An extensive social
media campaign features a range of passion-themed initiatives. It includes
well-known chef Pete Goffe-Wood who appears in a series of wine and food
pairing vignettes online. These videos coincide with the current, MasterChef
South Africa series of which Nederburg is the official wine sponsor.
Various members of the Nederburg team are also profiled in videos,
communicating their passion for their jobs.
Thuli Gogela is another
popular food personality linked to the passion campaign, while the brand has
also linked up with Eat Out and is sponsoring the 2014 Rising Star
Award, to be announced later this year as part of its Restaurant Awards.
Visit www.nederburg.co.za for more on the
brand, or send an e-mail to nedwines@distell.co.za.
Follow Nederburg on
Facebook (www.facebook.com/nederburg),
Twitter (www.twitter.com/nederburg)
and Youtube (www.youtube.com/user/NederburgWine).
Join the conversation
using: #NederburgDiscover