Home of Kumala
Space appointed by Kumala
Creative agency Space has been engaged by Accolade Wines-owned South African wine brand Kumala to drive a year-long on-pack promotion.
Activity kicks off on 1st May and runs across Kumala Zenith, Kumala Eternal and Kumala Western Cape varieties.
The on-pack campaign is built around enhancing the moment of “unwinding”; that chill-out moment at the end of a hard day, when you leave everything behind and relax with an everyday treat like a glass of wine.
Kumala – the UK’s number 1 South African Wine brand – is giving consumers the chance to truly appreciate their home as the ultimate me-time sanctuary, by offering one of over 11,000 homeware prizes from the “House of Kumala.” These range from 3D curve TVs to roll top baths, home cinema systems, hairdryers, candles and crystal wine glasses.
Entry is via the promotional website www.homeofkumala.co.uk, created by Space to portray a typical South African home. A million bottles will carry the campaign neck collar with entrants entering their receipt number and email address online to unlock prizes.
A KUMALA spokesperson said: “The wine fixture can be a confusing and overwhelming place for consumers, so it’s crucial to create some drama and excitement. The campaign we’ve created with Space aims to drive visibility and a reason to buy, by tapping into an emotional part of the wine consumer’s daily routine. We’re really pleased to have worked with Space on this and we feel that the campaign offers something unique to the wine category.”
David Atkinson, managing partner at Space said: “Decision fatigue in the wine aisle is very real for many shoppers. So much so that many simply default to price. We wanted to create an emotional reason for buying Kumala and our wind down moment aims to do just that.”
The year-long campaign will run across Tesco, Morrisons, Iceland, Nisa, One Stop and B & M.
Space has also created a social media strategy to help amplify the campaign across Kumala’s social channels.