In mid-October, as the T20 Men’s World Cup got under way in UAE and Oman, Jacob’s Creek rolled out a new campaign activating its rights as an official ICC partner
Focused on the theme of ‘shareability’, the campaign was titled ‘A Drop Worth Sharing’ and was created in harness with agency Cummins&Partners.
Seeking to position the brand at the heart of the gam of cricket, the campaign spans TV, digital, OOH, in-stadium and at-venue activations across ‘key cricket’ and Jacob’s Creek primary markets and includes video fronted by athlete ambassador and former Australian cricket star Brett Lee.
Jacob's Creek x ICC | Double Barrel from cumminsandpartners on Vimeo.
“Jacob’s Creek is proud to partner with the ICC to bring people together in a celebration of cricket. We’re excited to be working with the ICC to connect with cricket fans and wine lovers,” explained Pernod Ricard Winemakers Global Marketing Director Eric Thomson. “As we return to stadium sports following Covid-19 restrictions, this partnership is a strategic opportunity for Jacob’s Creek in all major markets where our wines and cricket are celebrated and enjoyed.”
“We’ve been blessed to have a wonderful creative relationship with Jacob’s Creek for over a decade now, so the news of our partnership with the ICC was obviously very exciting for us,” added Cummins&Partners Creative Director Heath Collins. “A healthy affection throughout the agency for both wine and cricket truly made this campaign a labour of love.”
The campaign was created for and briefed in by a Jacob’s Creek marketing team led by Chief Marketing Officer Eric Thomson, Head of Delivery Emma Baldwin, Senior Brand Manager Emma Keenaghan, Global Brand Manager Bec Hantzis and Global PR Manager Liz Hunt.
The group working on the project at agency Cummins&Partners included CEO Kirsty Muddle, Creative Director Heath Collins, Associate Creative Director Liam Jenkins, Senior Account Manager Robbie Tucker, Senior Designer Rowan Hammerton, 3D Designer Tiger Hongmung, Senior Retoucher Ed Croll, Executive Producer Karley Cameron and 3D Animator Julian Paul.
Comment
The new partnership between Jacob’s Creek and the ICC runs until the end of 2023.
In recent year’s Jacob’s Creek has been a long-time sports marketer with a primary focus on cricket and tennis (including award winning campaigns with ambassadors Andre Agassi and Novak Djokovic).
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