A Taste of Untamed Nature
Wines of Chile
After modernizing the brand’s look, the Chilean winegrower’s association Wines of Chile was ready to take the next step in their rebranding process: creating a tagline for the brand overall and developing an international campaign to discover new ways to reposition Chilean wine and capture new consumers.
Giving Chilean wine the stature it deserves
Chilean wine has historically been known for its low price. Wines of Chile wanted to better communicate its quality, focusing on the people behind the wine and the commitment to sustainability to elevate the sense of premiumness and differentiate it within the global wine category. It was essential for the client that both the tagline and the campaign encompass the brand’s three pillars of audacity, innovation and sustainability.
Beyond price, toward quality and conviction
For our tagline we needed something that would still ring true for a variety of languages and cultures. Ultimately, DAf decided to focus on local knowledge, eventually reaching the tagline “Wine is in our nature", a play on words emphasizing the importance of wine in Chile overall and the country’s unique natural landscapes. For the campaign, we delved deeper into said landscape, taking full advantage of Chile’s natural beauty from Patagonia's glaciers to the Andes Mountains and of course its wine-growing valleys.
A brand idea grounded in land, people, and nature
The claim “Taste the Untamed” invites consumers to experience this unparalleled and wild natural beauty through the taste of Chilean wine. To achieve this, we shot our key visuals and a sensorial video in Patagonia’s Torres del Paine national park and on the Pacific coast in central Chile, creating imagery designed to dazzle across three main markets: Chile, USA and Brazil.
Letting Chile’s untamed landscape lead the story
To fully capture the spirit of Chilean wines, we looked to their origins, both the land and the people who create them. This inspiration allowed us to create both a brand tagline and a specific campaign that authentically express Wines of Chile’s identity and make a human connection with consumers.turning inspiration from land and people into a unified campaign
