Rosemount O Launch

In February 2008, Rosemount Wine Estate introduced an innovative new wine to the Australian marketplace – Rosemount O. Uniquely served over ice, this new wine created a new ‘over ice’ subcategory and was developed in response to consumer demand for lighter and more refreshing alcoholic beverages.

In essence, the challenge was simple - while Rosemount O created an interesting new wine subcategory, Pulse had to think creatively and act strategically to ensure brand and product cut-through in an extremely cluttered market. To build media relevance and ensure product cut-through, Pulse married Rosemount Os ‘Over Ice’ identity with the core message of ‘Accessible Style’. This insight meant that the PR platform of ‘Style on Ice’ could be built upon and rolled out across all touch points including research, launch event, media outreach, WOM activation and educating the channel.

To kickstart the campaign, we commissioned research into Australian’s perceptions of style, specifically who they look to for style inspiration. The inaugural Rosemount O Style Index uncovered Australia’s top ten most stylish individuals and featured our newly elected Prime Minister, Kevin Rudd, at seventh place. This was a fantastic news hook and the breadth of additional and newsworthy research results meant we could create a range of angles to engage a wide pool of media Australia-wide.

The Rosemount O Style Index was complemented by an extravagant ‘only on ice’ launch party at Sydney’s glamorous Water Bar. Hosted by well-known fashionista and television personality Charlotte Dawson and attended by journalists from some of Australia’s top-tier media including Vogue, Harper’s Bazaar and Madison, the venue was transformed into a ‘style on ice’ wonderland. Featuring a spectacular fashion parade on an extravagant full length catwalk made out of ice, some of Australia’s top designers including Nicola Finetti and Jayson Brunsdon showcased a sneak peek of their upcoming ranges to be unveiled at Rosemount Australian Fashion Week.

To date, over 100 pieces of Rosemount O coverage has been achieved, including pieces in top-tier high circulating Australian newspapers The Sunday Telegraph and The Courier Mail. Additionally, the launch party achieved the coveted Party of the Week coverage in two of Sydney’s highest circulating newspapers, The Sunday Telegraph and The Sun-Herald.