PLAGA WINES
Greetings from Plaga
STUDIO
Minded Studio—Jakarta,IDN
Project type
Strategy, Campaign Identity, Collaterals, Website
Strategy
Michael Tan
Creative Lead & Graphic designer
Miranty Annisareta, Veronica Halim
Project & Account Manager
Marcellyna Citra
2021
PLAGA, a well-regarded, Bali-based Indonesian wine brand, differentiates itself through affordable pricing and the use of high-quality imported grapes from regions like Spain, Chile, and Italy. Founded by Juan Jose Diaz to kickstart wine culture in Indonesia with an affordable yet quality product, the brand later became known simply as "affordable wine from Bali." To overcome this perception and the marketing challenge of communicating its "international quality," PLAGA engaged Minded Jakarta to reposition its message as a local label producing internationally acclaimed, well-crafted wine for everyone.
The new campaign, "Greetings from Plaga", leveraged the public's desire for travel during the COVID-19 pandemic by inviting them on a virtual trip through famous wine regions. Its objective was to nurture existing customers and build a wine-loving community by positioning PLAGA as a well-traveled friend.
The campaign used a relaxed, informal approach with engaging, witty questions to begin a two-way conversation and personalize the experience, thus establishing a platform for future collaborations.
