Kim Crawford

Undo Ordinary

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Kim Crawford

Undo Ordinary

Challenge

Transform a niche New Zealand wine into a global mass market brand.

Idea

Create lasting brand associations by prominently featuring the distinctive bottle and a unique, ownable style that brings meaning to the brand’s tagline – Undo Ordinary.

Impact

Not only did Kim Crawford become an aspirational badge-brand that wine drinkers want to bring to any occasion, but sales volume is up 46% in the last five years, firmly placing Kim Crawford as a mass player on the global stage.