South African wine brand Kumala has unveiled the creatives for its £2m marketing drive this year.
The campaign appears in the national press from today (March 15) and focuses on the image of a gecko, which Western Wines says is synonymous with the wine.
Western Wines hopes the print ads will be a "break from the norm" in terms of advertising in the wine industry which it believes can be "rather uninspiring". The push is also being used to promote the brand's £9.99 Winemaker's Selection as well as its entry level wines.
Kumala has increased its presence in the category in the last year by using PoS material and sampling and holds the top selling position in the South African fixture.
Western Wines' now intends to grow Kumala further at the premium end of the market.