Challenger agency Mr Wolf’s Taylors Wines temperature sensor campaign has been recognised with an Effie Award in the beverage category.

Mr Wolf’s original campaign for Taylors Wines has been recognised with an Effie Award in the beverage category, alongside Marketing Team of the Year honours from both B&T Magazine and the Australian Marketing Institute.

The award-winning idea was born from a simple insight: no Australian drinks warm beer, so why are most of us drinking warm wine? Specially commissioned IPSOS research backed up the problem — eight out of ten Australians serve their red wine at or above room temperature, meaning millions of bottles a week are being drunk in a way that strips away their true character and subtlety.

To solve it, Mr Wolf developed optimum drinking temperature sensors for the back label of Taylors’ Estate and Promised Land wines, using thermo-chromatic ink technology that changes colour depending on the bottle’s temperature — turning green when a white is ready to pour, and fuchsia for reds.

Tony Singleton, managing partner and head of planning at Mr Wolf, said the challenge was Australia’s climate working against its own wine drinkers: “Our warm temperatures are perfect for cultivating vineyards, but as the vast majority of us drink red wines at ‘room temperature,’ most red wine is being drunk far too warm — and anyone who has drunk a warm beer knows that temperature affects flavour.”

Cameron Crowley, chief marketing officer at Taylors Wines, said the idea gave the brand a genuine point of difference in a crowded category: “This idea gives us a true point of difference while showcasing our heritage of innovation.”

The campaign’s recognition at the Effies cements it as one of Mr Wolf’s most awarded pieces of work — proof that a genuinely useful idea, grounded in real consumer insight, can outperform louder, more conventional wine marketing.

Read more at Advertising Council Australia here

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