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Brand Union Cape wins bronze at Apex
From the AdVantage archive. This report was published on this domain when AdVantage covered the South African media, marketing and advertising industry as a monthly title. It is kept online for reference and has not been updated; people, prices and companies named in it have moved on.
Brand Union Cape Town was awarded a bronze Apex for La Capra in the launch category, and was an integral part of the Ogilvy South Africa team that won Silver for Castle at Thursday’s awards ceremony. This is the second year in a row that The Brand Union has won at Apex, and once again it is the only branding and design agency to win at the 2011 awards.
La Capra launched in 2010 into an already crowded wine market. Through design and strategic brand input we were able to assist them in a very successful first year. We created a compelling brand and brand story that worked hard on shelf, and we developed design that was cost efficient to produce. We also developed a brand endorsement by Fairview that allowed for the new mid-range wine to live comfortably with the premium Fairview range.
The results have been tremendous:
- The wines have been listed in the major retailers
- Sales have grown by up to 30% year on year
- No loss in sales of the Fairview premium wine
- The industry has been highly complementary of the brand and brand story
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