Publicis scoops £5m Kumala wine business

LONDON - Wine producer Constellation Europe has appointed Publicis London to create an ad campaign to promote its South African wine brand Kumala in the UK and Europe.

Publicis won the business following a three-way pitch against VCCP and the incumbent Ignito.

It has been tasked with creating and delivering an "engaging, distinctive and relevant" print campaign that builds on and creates awareness of Kumala's South African positioning and the brand's category leadership.

Kumala claims to be the number one South African brand in the UK, representing almost one in three bottles of South African wine sold.

The print campaign will launch in the UK in October as the first phase of Kumala's brand campaign, which will have a media budget of £5m.

In June, Constellation Europe revealed that it was rebranding its Kumala range as a premium brand, including redesigning the packaging.

Clare Griffiths, vice president of consumer marketing at Constellation Europe, said: "This year is a big year for the brand, with the launch of our new look packaging, and the advertising will play a pivotal role in supporting this.

"Publicis demonstrated an intuitive level of consumer understanding in their response to our brief and have really captured Kumala's brand credentials as the leading South African wine brand in a compelling and engaging manner."