Hardys has unveiled a new look for its global branding – The Joy of Certainty – combining its longstanding Certainty message with an injection of modernity, feeling and emotion to help the brand resonate with a broader audience and position Hardys as a “confident choice”.
The branding, which will cross all markets and territories, captures all the vibrancy, joy and emotions of an evening spent with friends sharing a bottle (or box) of Hardys wines. The new creative is shot in such a way that multiple wine moments are captured in one image, creating a sense of the unfamiliar and disruption that aim to make consumers stop, notice, and remember the brand.
Marking the Accolade Wines-owned brand’s new global creative with a first major out-of-home campaign since 2015, a significant six-figure investment has been made to bolster the creative’s reach.
The campaign will run across large format, digital screens from 6 November to 4 December in locations including Leicester Square, the Arndale Centre in Manchester and Birmingham Bull Ring, and high dwell locations such as London tube stations.
Tom Smith, Marketing Director Europe at Accolade Wines, said: “Hardys has been the no.1 wine brand in the UK off-trade since 2010 and is now the fifth biggest alcohol brand. We are looking forward to building on our success with the new global creative and OOH campaign, with its modernity, distinctiveness, and emotion that the previous assets lacked.
“Whilst our continued brand growth has been impressive, it’s equally important for us to drive salience and communicate in a distinctive way. Our aim with this investment is to reinforce that Hardys is the most trusted brand and demonstrate that we can cater to a variety of wine drinkers and wine occasions, while hero-ing our higher-end portfolio – Crest.”
