Gifting is a hugely untapped area for the wine category, a space traditionally left to spirits and champagnes. Penfolds decided to seize the opportunity and launch a new set of gift packaging, along with integrated marketing communications.

Leagas Delaney developed a campaign that sits under the umbrella platform idea of ‘Numbers Can Be Extraordinary’, but carries its own line – ‘When there’s a reason to give, Penfolds has a number.’

On special occasions Penfolds shows how numbers are the code to finding and presenting the perfect gift.

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