Dramatic weather. Dramatic humans
What’s in a name? Everything.
Albertus Viljoen. A man with a vision. A wine with a purpose.
Winter in South Africa isn’t just cold—it’s dramatic. From wearing five layers to boiling kettles under blankets, we’ve all got our quirks. Ina Paarman leaned into this chaos with a playful campaign that reminded the nation there’s an easier way to do winter—one filled with comfort, simplicity, and a whole lot of flavour.
Brief: Reintroduce Alvi’s Drift’s legacy Albertus Viljoen wine range with a new design, a renewed sense of purpose, and a powerful philanthropic partnership with the Indaba Institute. The goal: increase awareness and sales, shift perception, and tell a bigger story—one that connects heritage to hope.
Insight: In South Africa, a name is never just a name. It’s a story. A history. A legacy. For many, it carries the weight of generations and the promise of a future. Alvi’s Drift understood this—because their own story is built on the name Albertus Viljoen, the man whose vision planted the first seeds of the family estate decades ago. Today, that same vision includes empowering new generations through education and community upliftment. With this wine, we’re not just toasting to the past—we’re investing in the future.
The Execution: We launched with the central idea: “What’s in a name?” A simple question with profound resonance. We introduced Albertus Viljoen—the man, the wine, and the mission—and redefined this bottle not only as a premium wine but as a powerful act of purpose. Through a short film and storytelling content, we traced the journey from legacy to future, highlighting Alvi’s Drift’s partnership with the Indaba Institute and their shared mission: to strengthen South Africa by investing in its youngest citizens.
We expanded the campaign with the voices of three cultural icons, each sharing their own names, legacies, and impact. Then we passed the mic to the public, inviting South Africans to share what their own names stand for—and where they’re headed. Two winners were selected and sponsored by Alvi’s Drift to support their visions and give them a platform to inspire others.
This wasn’t just a wine campaign—it was a celebration of possibility, pride, and people blazing new trails.
A legacy that started with one name. Now shared by many.
Some names remind us of where we’ve come from. Others push us toward where we’re going. This is the story of Albertus Viljoen—past, present, and future. A bottle that honours legacy, celebrates impact, and inspires South Africans to stand tall in their own name.
This is wine with purpose. Legacy in a bottle.
