Hardys is embarking on its biggest global transformation yet - overhauling its portfolio, packaging and positioning.
The transformation focuses on Hardys’ three core ranges, each of which now has a clearer role and identity, making the portfolio easier for shoppers to understand and navigate at fixture.
The changes reach across the whole brand, from its range architecture and wines to its packaging and the way Hardys tells its near-175-year story. It is backed by ‘Almost Unbelievable’, a disruptive new 360 campaign and the brand’s biggest investment in many years.
A new stamp puts the Hardys horseman icon front and centre, with a bolder use of colour. VR becomes Voyaging Range, with a new ship motif that nods to Thomas Hardy’s epic journey from Devon to South Australia. The biggest change comes with Crest, which becomes Core.
The packaging also reflects Hardys’ new brand world, ‘Almost Unbelievable’, which sets out to connect consumers emotionally with the brand and tell the legacy story behind one of Australia’s first blockbuster wine brands. Thomas Hardy arrived in Australia from Devon in 1850 with £30 and established the brand three years later. Almost Unbelievable gives that story a more contemporary treatment, with warmth, character and a little sense of wonder.
The campaign is backed by significant investment, with 360 activity running across EMEA, Asia and Australia. In the UK, Almost Unbelievable goes live in November across Channel 4, ITVX, BVOD, SVOD, out-of-home, social, in store and online.
Lucy Bearman, global brand director for Hardys at Vinarchy, said: “Hardys is one of Australia’s most legendary wine brands, and its recognition and consumer trust give us a very strong place to start. But the epic story behind the brand hasn’t always been visible to shoppers. Consumers told us they found the brand confusing, with too many tiers, products and price points, and that the packaging had started to feel tired.
“We saw a real opportunity to change that. We’ve overhauled everything, from brand architecture, wines and packaging to positioning and how we tell our story, so Hardys is easier to shop, more modern on shelf and more emotionally engaging. Our ambition is to return Hardys to its place as the number one Australian wine brand.”
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