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The Brand Union: only design agency to win at Apex

The Brand Union Cape Town (previously Coley Porter Bell) was awarded a bronze Apex for La Capra in the launch category, and was an integral part of the Ogilvy South Africa team that won Silver for Castle at Thursday's awards ceremony. This is the second year in a row that The Brand Union has won at Apex, and once again it is the only branding and design agency to win at the 2011 awards.
La Capra launched in 2010 into an already crowded wine market. Through design and strategic brand input we were able to assist them in a very successful first year. We created a compelling brand and brand story that worked hard on shelf, and we developed design that was cost efficient to produce. We also developed a brand endorsement by Fairview that allowed for the new mid-range wine to live comfortably with the premium Fairview range.

The results have been tremendous:
  • The wines have been listed in the major retailers
  • Sales have grown by up to 30% year on year
  • No loss in sales of the Fairview premium wine
  • The industry has been highly complementary of the brand and brand story

"We are extremely proud of this achievement in the work we did for La Capra and the measured return we were able to influence onto client's bottom line" says Mathew Weiss, Strategy Director for The Brand Union. "As a company we focus on providing clients with a perfect mix of art and science in the design process. This is perfectly embodied by the judging criteria of APEX demonstrating both strategic and creative effectiveness."

The silver award was given to Ogilvy South Africa for reviving sales of Castle Lager. The scope of work was quite diverse and the team working on this project included The Brand Union (previously Coley Porter Bell), Brand Activation, Ogilvy Cape Town, Ogilvy Johannesburg and Ogilvy PR.

6 Jun 2011 13:42

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