Distell: PONGRACZ

Credits & Description:

Advertiser: DISTELL
Agency: SINGH&SONS
Category: Fast Moving Consumer Goods
Designer: Carla Kreuser
Designer: Jordan Metcalfe
Creative Director: Roger Paulse (Singh/Sons)
Designer: Brandt Botes
Photographer: Guy Neveling
Creative Director: P-J Kensley (Singh/Sons)

Brief Explanation
The story of Desiderius Pongracz is so wide-ranging that it was impossible to tell in a short form. Pongracz is also a premium product and the end result had to reflect that. We were also talking to a sharply defined market, who had to experience the brand story in a unique way. The challenge was to portray the brand story in such a way as to justify the premium price without ever mentioning price.

Outcome
The brand was reinvigorated. In conjunction with a broader communications campaign, the product's premium positioning was entrenched with much fewer "cut-price" promotions in the sales channels. The book also used as an educational tool and as giveaways to influencers.The PR generated (the book was launched at a media event) also helped the brand gain exposure in editorial (non-paid) media.

Client Brief Or Objective
Let key stakeholders know that the name on the bottle (Pongracz) referred to an actual person, in fact, a legend in the South African wine industry. Furthermore tell his story in a manner consistent with his outspoken and provocative manner; and his wide-ranging interests.

Implementation
A coffee table book was the ideal medium to tell the story of Desiderius Pongracz; a man who spoke six languages, and wrote several books on wine, deserved a book about himself.As his life was broken up into distinct chapters (Hungarian nobleman, cavalryman, prisoner of war, escaping to Africa, revolutionising the local wine industry etc), it was a natural fit to tell his story as a story.His wide-ranging interests and pursuits also led to a design that embraced many design styles within a coherent whole.