Pernod Ricard's 'The Greatest Takeover in Wine History' with Daniel Ricciardo via Emotive

11 July 2024

Creative Agency: Emotive
Media Agency: Initiative

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St Hugo and Daniel Ricciardo launch DR3 wines into Dan Murphy’s nationwide.

To celebrate the launch of DR3 x St Hugo wines into Dan Murphy’s nationwide, Formula 1 star Daniel Ricciardo and St Hugo winery debuted 'the greatest wine takeover in history', via an integrated campaign.

The campaign, that launched across social and digital channels as well as through PR, sees content created by Emotive of the F1 driver taking over Dan Murphy’s and renaming it Dan Ricciardo’s. 

This weekend only - from Friday, July 12 to Sunday, July 14 – the content will extend in real life as a ‘Dan Ricciardo’s’ store in Alexandria stands tall with Dan Ricciardo’s face and notable cheeky grin replacing the original iconic 1950s Dan Murphy motif.

“I don't know what was cooler, seeing the wine on the shelf or seeing my face all over the store front! In all seriousness having DR3 on the shelf is special, there is so much work that goes into each vintage, you just want to share that with as many people as you can," Ricciardo said.

"Knowing that DR3 is now available in Dan Murphy’s, it's a big milestone for myself and the DR3 Wines team.”

The campaign aims to drive excitement in the fine wine category and engage with a new-age wine consumer that isn’t afraid to break conventions.

Pernod Ricard global marketing director Eric Thomson said as the company moves into the next phase of its DR3 x St Hugo collaboration, it saw an opportunity.

"To utilise the launch into retail as a way to drive excitement and recruitment in the fine wine category. We were looking for a big idea to drive talkability and conveniently Dan Ricciardo and Dan Murphy just happen to share a first name," he said.

Emotive CEO Simon Joyce said like the agency, Pernod Ricard share a belief that creativity has the power to drive commercial outcomes.

"This campaign heroes some of our favourite Australian icons and celebrates the truth that the best advertising doesn’t always look like advertising - with long-form storytelling playing out across social, earned and a live brand experience, all working together to generate more attention and talkability than a pure paid media approach could achieve," Joyce said.

The partnership between Ricciardo and St Hugo was first established in 2020 and sees his life-long passion for wine turn into a winemaking reality.

Not just a personal passion, Ricciardo works closely with St Hugo’s Chief Winemaker, Peter Munro, and the team on all aspects of creating the wine’s shape, structure and flavour profile.

Dan Murphy’s managing director Agnieszka Pfeiffer-Smith said Ricciardo’s energy, commitment to wine quality and of course being a crowd favourite is something that their own Dan Murphy really prided himself on.

"Both Dan’s really share a passion for wine - it’s clearly in their DNA! I know our own Daniel Francis Murphy would have given a personal seal of approval to have such an eponymous takeover with this Australian star, and we can’t wait to share it.”

In a bid to keep the entire campaign under wraps, filming for the campaign video took place in Ricciardo’s state of Western Australia, at Hyde Park.

Ricciardo’s lucky number has been an integrating force within the campaign, including the three day exclusive Ricciardo’s store takeover and a three-day promotion at Dan Murphy’s.

Over the next three days, 1,500 bottles of Ric Red will be up for grabs for all My Dan’s members online and 500 bottles in store at Alexandria, with any purchase of DR3 x St Hugo.

Client: Pernod Ricard Winemakers
Creative & Production: Emotive
CEO: Simon Joyce
Head of Strategy: Michael Hogg
Strategy Director: Gerad Petherbridge
Senior Account Director: Zoe Hartas
Group Creative Director: Darren Wright
Senior Creative Director: Ben Sampson
Senior Copywriter: Peirce Thompson
Social Copywriter: Rory Pearson
Head of Design: Daniel Mortensen
Graphic Designers: Ery Higa & Eunice Nie
Social, Talent & Partnerships Director: Elly Scales
Head of Production: Hayley-Ritz Pelling
Director: Zane Pearson
Senior Producer: Michael Hollis
Producer (Post): Rebecca Love-Williams
Senior Editor: Sam Gadsden
Photographer: Jack Berg 
PR: Liquid Ideas
Social: Darkhorse 
Media: Initiative 

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