Hardys has announced a packaging revamp and a consumer ‘money back guarantee’ as part of a £5m campaign centred on the strapline ‘Certainty in an Uncertain World’.
The campaign is designed to champion the Australian wine brand’s “quality and heritage” through in-store activity, digital advertising, social media and PR.
As part of the campaign, Hardys will offer consumers a no-questions-asked money back guarantee which will be communicated across brand activations at point of purchase.
The new packaging design, which will apply across the range including Hardys VR, Hardys Crest and Hardys Stamp, will “premiumise and unify the portfolio” with consistent visibility for the Hardys logo and crest on every bottle.
Hardys said it would work with independent convenience channels to help communicate the campaign’s message.
Brand owner Accolade Wines’ regional managing director Europe, Caroline Ade McKeon, said: “At a time when the world feels uncertain, we know that we can offer a guarantee that Hardys quality will never let you down. We are so certain that we will provide a refund to any customer that isn’t completely satisfied. It’s a bold statement in a bold creative and it’s fitting for a brand that has always set the standard.
“Our significant investment will promote Hardys enduring and popular benefits to drive consumer demand.”