You’ve seen the bottle. Nary a festive table does not sport the instantly recognizable Bartenura blue, its presence both a staple and a treat. Royal Wine, Bartenura’s parent company and the largest Kosher wine distributor in the world, approached us with a twofold objective: maintain its command of the Jewish market, while also expanding their market share into the broader wine market, a much more complex market to penetrate.
To solve this challenge, Ptex Group developed and launched the now iconic “Out of the Blue” campaign, a platform that was more than just a play on words. Wine represents togetherness and festivity, a way to give and bond. We encouraged people to come together, to explore and share the goodness of a bottle of Bartenura with someone “out of the blue”, at any time and place – no reason necessary. The message cam efull circle through unique gift packaging, strategically placed in-store and at point-of-sale displays.
Feel the Blues
We utilized traditional print and outdoor media to build and acquire brand love, using seasonal applications to create an aura and allure surrounding the brand. At bus stops, on billboards, in magazines and newspapers, the market grew to know, recognize, and love Bartenura at every turn.
Into the Wide Blue Yonder
The campaign succeeded in taking a cultural icon and turning it into a globally recognized Moscato brand, with the “Out of the Blue” campaign spawning other memorable “blue” campaigns.
Now that’s something to which we can all raise a glass.
Heart & Soul Overload
We know you want a peek, but the amount of heart and soul poured into this project is simply too much for the screen to handle.
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