Kumala wine aims for prestige market with magazine ads

Kumala, the South African wine brand, is mounting its first significant campaign in the UK in an effort to shed its "cheap and cheerful" reputation.

Western Wines, the brand's UK importer and distributor, is behind a national press and magazine initiative featuring the gecko lizard.

The work is the first to be produced by Poulter Partners in Leeds and MediaCom since they were appointed to the creative and media planning and buying accounts respectively last month.

The advertising, which will break at the end of next week, is in line with a strategy intended to lift Kumala out of a high-volume and low-price bracket.

The two ads, which advise consumers to "just look for the gecko on the bottle", were written by Graham Doran and art directed by Paul Moran.

Poulters said the work was intended to engage consumers with fun and humour.

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