Hardys, one of Australia’s most recognised wine brands, is embarking on its biggest global transformation yet, overhauling its portfolio, packaging and positioning to re-energise the Australian wine category and return the brand to a leadership position.
The transformation reaches across the whole brand, from its range architecture and wines to its packaging and the way Hardys tells its near-175-year story. It is backed by ‘Almost Unbelievable’, a disruptive new 360 campaign and the brand’s biggest investment in many years.
Consumer feedback drives overhaul
Lucy Bearman, global brand director for Hardys at Vinarchy, said: “Hardys is one of Australia’s most legendary wine brands, and its recognition and consumer trust give us a very strong place to start.
“But the epic story behind the brand hasn’t always been visible to shoppers. Consumers told us they found the brand confusing, with too many tiers, products and price points, and that the packaging had started to feel tired.
“We saw a real opportunity to change that. We’ve overhauled everything, from brand architecture, wines and packaging to positioning and how we tell our story, so Hardys is easier to shop, more modern on shelf and more emotionally engaging. Our ambition is to return Hardys to its place as the number one Australian wine brand.”
New ranges and campaign launch
The transformation focuses on Hardys’ three core ranges. VR becomes Voyaging Range, with a new ship motif that nods to Thomas Hardy’s journey from Devon to South Australia. The biggest change comes with Crest, which becomes Core. As the beating heart of the brand, it pairs a new identity with enhancements to the wines, and a QR code on the back label connects shoppers to the Hardys story on Instagram at @HardysWines.
Bearman added: “Thomas Hardy’s story is extraordinary. He came to Australia with very little, built a winemaking legacy and helped establish one of the country’s first great wine brands.
“‘Almost Unbelievable’ brings forward the real stories, the explorer spirit and the character that have always sat within Hardys, and gives us a bold, playful and mystical way to tell them everywhere consumers meet the brand.”
The campaign goes live in November across Channel 4, ITVX, BVOD, SVOD, out-of-home, social, in store and online.
