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30/06/2009

Fifth Leg’s $1m Operation Kerplonk

Leading Western Australian wine brand Fifth Leg has embarked on an ambitious new campaign called Operation Kerplonk — designed to rid Australia of inferior quality wine.

Like the Fifth Leg brand, Operation Kerplonk is cheeky, irreverent, and highly visible.

The $1m campaign culminates on 07.07.09 when consumers have the opportunity to dispose of any inferior wine they’re harbouring at one of 50 dedicated ‘drop zones’ (participating bottle shops) throughout the country.

In return for “doing their bit” to rid Australia of inferior wine, consumers will be rewarded with a quality bottle of Fifth Leg White.

The new campaign includes outdoor, print and radio advertising.

Consumers are encouraged to log onto www.operationkerplonk.com where Fifth Leg’s public relations officer Don Spillane presents an educational film outlining key requirements of the initiative, including how to find their nearest drop zone.

Alex D’Amico, group marketing manager, regional portfolio, commented: “Fifth Leg’s Operation Kerplonk is a ground breaking initiative for our industry," he said.

"Our aim is to rid Australia of crap wine – one bottle at a time – Australia is a country renowned for its quality wine. Why drink crap wine when you can drink Fifth Leg?” D’Amico said.

To coincide with this exciting new campaign, Fifth Leg has also rolled out great new packaging across the range, incorporating silver capsules and quirky new labels to improve stand out on shelf and further differentiate the brand from its competitors.

Visit www.operationkerplonk.com for further information.

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