Jacob’s Creek is launching ‘Welcome to the Creek,’ a new global brand platform designed to make one of the world’s most recognised wine brands feel more socially relevant,culturally current, and confidently shareable for a new generation of drinkers.
The UK is the first market to launch the platform, with Vinarchy’s biggest investment behind Jacob’s Creek setting the tone for a broader global repositioning. The move marks a shift from simply reintroducing a familiar wine brand to building a more distinctive, emotional, and participatory role for Jacob’s Creek in modern social occasions.
Built on the insight that many people still crave real connection but often settle for saying “let’s catch up” instead of making it happen, ‘Welcome to the Creek’ responds to a culture of curated moments, ’always on’ lives and social performance by championing something simpler and more human: shared moments, unfiltered connection and the ease of being yourself.
Created with Special Group, ‘Welcome to the Creek’ opens up a new world for Jacob’s Creek: an expressive “oasis of authenticity” where wine feels uncomplicated, socialoccasions feel less staged, and people are invited to turn up as they are. It moves the brand beyond traditional wine language and into a bolder, more distinctive visual and verbal identity built around warmth, optimism, generosity, and relaxed social energy.
The hero TVC, developed as part of the platform, was directed by esteemed visual artist Frances O’Sullivan, whose work spans film direction and photography and brings a distinctive cultural lens to the brand’s new world. Across TV, streaming, outdoor, digital, social, and retail environments, the campaign is designed to make Jacob’s Creek visible, memorable, and recognisable in the moments when people are planning, shopping for, and sharing summer get-togethers.
Jacob’s Creek Global Brand Director Camille Mckay said, “Jacob’s Creek has incredible recognition and trust, but awareness alone is not enough. The opportunity now is to make the brand feel more relevant, more expressive, and more confident in culture. Welcome to the Creek gives Jacob’s Creek a clear social role — not just as a wine people know, but as a brand that helps make getting together feel real, easy, and worth showing up for.”
Special London Chief Creative Officer and Partner Dave Day said, “The strongest brands don’t just occupy shelf space, they occupy a place in people’s lives. With ‘Welcome to the Creek’ we wanted to give Jacob’s Creek a role that feels bigger than wine itself. It’s a platform built around optimism rather than aspiration, participation rather than performance, and genuine connection over social perfection. That’s what we hope people feel every time they’re welcomed to the Creek.”
The campaign also connects to a refreshed UK range led by taste descriptors rather than varietal-first language, including Juicy & Smooth, Refreshing & Lively, Vibrant & Fruity and Zesty & Fresh. For the brand system, this means the same idea shows up across product, packaging, shopper, media, and creative: making Jacob’s Creek easier to choose, easier to share and easier to feel good bringing to the moment.
The UK launch will be supported by a high-impact multi-channel campaign across television, streaming, digital, social, outdoor, and retail environments. Activity includes a launch roadblock, Disney+ sponsorship, in-store activation, sampling, and social content, supported by earned media and creator activity to build awareness, cultural relevance, and participation beyond paid media.
To receive a free morning newsletter with each day’s Billboard insider articles email info@billboardinsider.com with the word “Subscribe” in the title. Our newsletter is free and we don’t sell our subscriber list.
Paid Advertisement
