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Wolf Blass seeks colourful way of life via #After6 campaign

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Treasury Wine Estates (TWE) has rolled out “#After6” campaign for its Wolf Blass brand.Developed by RTG Consulting, the campaign taps into the young Chinese wine market, by embracing a modern lifestyle where success is defined by remarkable social moments.The brand’s China positioning was developed in early 2015 out of in-depth trend forecasting into the region’s beverage market and new wine consumer; capitalizing on China’s wine market shifting towards a younger, more social drinker that is open to new world wines.Aligning with Wolf Blass’ global positioning of “Trust your Instinct,” local positioning in China defines success in terms more relatable to young Chinese wine drinkers, through “embracing a colorful way of life".The #After6 campaign challenges the China market’s current perception of wine drinking through the brand’s updated positioning, creating an occasion and platform for people to break from daily routines.“#After6” is designed to be a social movement—encouraging consumers to embrace a lifestyle filled with fun and colorful moments with their friends and loved ones.Yellow is the iconic colour throughout campaign, elevating the Wolf Blass Yellow Label brand. With eye towards modern art, the colour yellow imagines a beautiful contrast between everyday life and the wonders of “#After6.”Robert Foye, president and managing director of Treasury Wine Estates’ Asia and EMEA Regions, said: “We wanted to create a new occasion for wine drinking in China, and give this occasion a new color, the Wolf Blass Yellow."This campaign is not just about driving brand awareness, but also about encouraging this market to sees wine as an everyday occasion. With #After6, we are going to shape a new culture and lifestyle, and this is incredibly exciting for Treasury Wine Estates.”

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