Meet Plaga Wines.

Imagine embarking on a road trip through the rugged, yet breathtaking Argentinian countryside, vineyard hopping across neverending rows of grape-bearing vines, plump and ready to be plucked. Next, traverse the rustic landscapes of Chile, sipping sweet nectar while overlooking luscious valleys of green, basking in the sun's warm embrace. 

Sound like your kind of adventure? Then you’ve come to the right place. Stop by for a tipple and stay for the story, so we can tell you all about it.

Background

Plaga is a local wine brand in Indonesia, based in Bali. The brand is widely regarded in Bali and is known for its value and affordable price. While their other competitors source local grapes and market accordingly, Plaga aims to stand apart by highlighting their best-imported grapes and how their wine is different from the rest. The grapes are sourced from all over the world (Spain, Chile, Italy, and Argentina), and fermented and processed at their winery in the lush region of Plaga.

At the time when Plaga was first founded by Juan Jose Diaz, importing wine was very expensive and not affordable for the majority of local consumers. In addition, the market for wine was still emerging and considered a niche market. Whilst making good quality wine was essential – the brand’s ambition was to kickstart the wine drinking culture in Indonesia. To do this, its founder realised he needed to make Plaga a good quality, yet affordable drinking wine brand. He saw an opportunity to tap into a more lifestyle-driven market focused on the occasion as opposed to brand status.

After years in the industry, Plaga has been perceived as an “affordable wine from Bali”, rather than known for its quality. BrandWorks Jakarta was engaged to help them reposition the brand and craft a new message; a local Indonesian wine label producing internationally acclaimed, well-crafted wine for everyone.

Before

After

The Challenge

For many years, the beverage industry in Indonesia has marketed its wines and promoted “international quality” with various success. The challenge for Plaga was to communicate the sourcing of grapes from the world’s finest regions without its message getting lost with similar claims. The new campaign was developed in the middle of the COVID pandemic where overseas travel was banned and people ordered to stay home for months. The opportunity came to leverage the customers’ pain points and desire to have a sense of freedom again by inviting them to a virtual trip abroad with Plaga.

To deliver this message, BrandWorks developed “Greetings from… Plaga” as the marketing campaign. A new brand story and campaign strategy was developed, along with a visual identity to reflect the new direction. This included website redesign and collateral rollout.

Our Approach

The key objective of the campaign was to nurture existing customers, build a broader following and curate a community that loves wine-drinking lifestyle.

‘Destination Plaga’ introduced to the market the romanticism and discovery of the grapes. The campaign highlighted famous wine-producing cities from around the world, such as Sicily, Mendoza, and Provence. Think Plaga as your best friend, a well-travelled companion inviting you to journey with them and discover wine on your terms. Whether you’re a wine connoisseur or someone trying wine for the first time, Destination Plaga was about finding the right moment to “celebrate” with someone you love. Relaxed and informal, the campaign began a two-way conversation by asking curious questions; “if you were stranded by yourself for a whole week on an island in the middle of Italy where no one understands you, what’s the one thing you would bring with you?” Humorous and witty aside, everyone is now Plaga’s best friend based on their choices.. Personalising the Plaga experience was achieved by optimising the user-generated content to reach the wider market. Now that the conversation has begun Plaga has a platform to extend to many other collaborations and activation ideas in the future.