In 2025, Adelaide Hills based family winery Watkins Wines portfolio expanded with the creation of Pure Glow – Australia’s first Marine Collagen-Infused Rosé, an innovative product designed to recruit a new audience of consumers and bring them into the wine category.
Our brief was to launch the new brand, creating media hype and brand awareness, in addition to starting conversations around innovation to drive renewed interest in the wine category.
The Campaign
We wanted to stop people in their tracks in Bondi with an exciting in-store tasting experience that brought the Pure Glow brand personality to life. We created a beautiful experience inside Bondi Cellars, but enticed patrons to make their way inside for a taste with an impactful street display during the busy long weekend. In addition to the tasting event, we curated a bespoke wine pack and media release to deliver to media and influencers to introduce them to the new Pure Glow.
Our remit included:
- Production of in-store tasting experience at Bondi Cellars
- Inviting media and influencers to visit the in-store experience
- Assisting with photography production of lifestyle assets for new release
- Delivery of media kit to journalists and influencers
- Managing media interviews and pitching thought leadership on innovation in the wine category
- Monitoring media outcomes and evaluating results
The Results
Pure Glow has been a massive success for Watkins Wines, securing distribution across NSW, ACT in select independent and chain retailers. The launch also captured the attention of overseas markets, with the US now stocking Pure Glow.
We secured over 2.3 million in earned media reach across 57 clips, including widespread influencer content on Instagram:
- A national feature on Broadsheet with the headline ‘Waiter! There’s Marine Collagen in My Wine!’ including social coverage across all of Broadsheet’s channels.
- Features in widespread lifestyle magazines including Who Weekly and Woman’s Day.
- A product inclusion in the nation’s biggest travel publication: Qantas Magazine | Travel Insider.
- Pure Glow Founder Jo Watkins has been invited to speak on many industry innovation panels in business and wine.
