Kumala launches new £1m campaign from Creature

September 2018

Accolade Wines have launched a new £1m campaign by Creature to promote its Kumala wine range, bringing to life the rich South African heritage of the brand. It’s the first new creative campaign the brand has undertaken since the arrival of David White as Accolade Wines Marketing Director earlier this year, and is the company’s biggest investment in the brand for 10 years.

The creative brings to life the story of Kumala, showcasing South African spirit through the wine’s tasting notes in a visual campaign that uses vibrant colours and creatures bursting with character. South African Artist Maaike Bakker created the illustrations. The end line ‘Keep it Kolourful’ is a call to action that breaks Kumala out of the sometimes stuffy and staid world that wine advertising tends to play in, setting it apart from its competitors.

With an estimated reach of 9.5 million, the outdoor advertising will feature across key cities including London, Manchester, Birmingham and Edinburgh, as well as social media platforms Facebook and Instagram.

Stu Outhwaite-Noel, Chief Creative Officer and Co-Founder of Creature said, “Wine advertising isn't supposed to be fun. Or even colourful for that matter. So we did both, roping in the South African visual arts superstar Maaike Bakker to bring Kumala's kolourful characteristics to life. As the sun goes back into hiding we hope the campaign will keep brightening up Blighty in the same way the wine does.”

David White, Marketing Director of Accolade Wines said, “This is the first campaign we’ve launched with Creature since we started working with them at the beginning of the year, and we’re very happy with where they’ve taken the brand idea. Kumala is a fantastic brand that will shake-up the category a bit, and Creature have certainly breathed new life into it with this creative.”