Noble Fellows ‘Best served with’
Uncorking a rebellious renaissance with cheeky characters and satirical pairings
Client:
Pinnacle Drinks
The brief
With its blend of Kiwi wit and Shakespearean flair, Noble Fellows is anything but your average bottle of wine. But when it was time to woo a new generation of wine drinkers — Millennials and Gen X — Princess Petunia (Rosé), Baron Betsy (Pinot Gris), and the rest of the gang needed to shake up the old-world rules of wine marketing. Cue a bold, tactical April Fools’ campaign designed to make some noise.
Our curious spark
Working with Pinnacle Drinks’ media agency, Carat, we jumped on their genius idea of partnering with LADbible. Their concept: flip traditional wine-and-food pairings on their head with unexpected, irreverent humour. When we joined the party to bring the creative to life, the campaign evolved into Noble Fellows’ most disruptive and engaging work to date.
Why this campaign matters
Noble Fellows already had a rich, immersive brand story. But this was the first time the characters were truly brought to life. Not just poised in renaissance poses, but filled with voice, attitude, and a refusal to be paired with anything they didn’t like. It wasn’t just about awareness — it was about relevance. About sparking conversations with a digitally-savvy audience in their own language.
Activating curiosity and creativity
Our curious crew at work
We brought mischief, media smarts and a strong visual hook to the table. The result was a digitally-charged campaign that let the Noble Fellows speak for themselves — and speak directly to the new generation of wine lovers.
Proof that curiosity pays off
Instant impact
Week one post delivered 1.2M impressions (vs 655k target)
Incredible reach
Total activity reached 2.3M people, with 1.8x frequency
Strong CTR
1,169 click-throughs to BWS at a 0.09% CTR
Lessons in curiosity
This campaign proves that even the most beautifully packaged brand can go further with the right spark of irreverence. By trusting the brand voice and backing a brave idea, Noble Fellows became more than a label — they became a conversation.