Nobilo’s premium brand, Icon, is the very best of Nobilo and the very best of New Zealand. As far as wines go, it is the “purest expression of New Zealand.”
After a packaging refresh, the product better reflected the exclusivity of the wine inside. This shift in packaging excited the sales organization and brand ambassadors, driving awareness and excitement for the more exclusive brand.
We created a “teaser” mailer to start the conversation about the Icon relaunch. A high-end look and feel featuring the beauty of New Zealand, combined with the unique form factor and the “purest expression” messaging piqued interest of the salesforce and retailers.