Murphy-Goode Launches New Package and Marketing Campaign

Jackson Family Wines Upholds Sonoma County Icon's Down-To-Earth Personality

HEALDSBURG, Calif., April 21 /PRNewswire/ -- When Jackson Family Wines
acquired Murphy-Goode in the summer of 2006 it was important to them to
preserve the brand's intrinsic appeal. In an effort to revitalize its standing
in the market place, Murphy-Goode is set to launch a new package and marketing
campaign in April of 2008, upholding what the brand has always stood for; a
down-to-earth, no pretense brand. Partnering with San Francisco advertising
agency Duncan/Channon and San Francisco label designer Macchiatto,
Murphy-Goode has successfully recaptured its non-traditional approach to the
wine business.
(Photo: http://www.newscom.com/cgi-bin/prnh/20080421/AQM098)
Since it was founded in 1985, Murphy-Goode has garnered a reputation as a
straight-talking, boots in the dirt, fun-loving brand. The wines; Fume Blanc,
Chardonnay, Merlot, Cabernet Sauvignon and Zinfandel were labeled to capture
the congenial spirit of Sonoma County winemaking. Proprietary names like
"Liar's Dice," "Snake Eyes" and "All-In" have existed for years, paying
tribute to the founders' favorite pastimes. The new packaging and marketing
campaign continue tradition and honor these moments spent with fellow local
farmers. Not only do the wine names remain, but symbols of dice, cards and
footballs grace some of the back labels and marketing materials.
The Marketing Campaign:
Set to launch in spring of 2008, the marketing campaign (web-site,
advertising and point-of-sale materials) is a snapshot of the Murphy-Goode
personality. The result is a campaign that portrays the winery with a touch of
whimsy and a business-as-usual-attitude. Having spent hours with the
Murphy-Goode "family," Liddy Parlato, Duncan/Channon Account Executive felt
that the campaign's language would be a success if it was " ... casual and
comfortable with the emotional shorthand of a strong existing relationship."
Nontraditional sepia toned photos illustrating the unpretentious ways that the
winery team works and lives help to capture the brand's voice -- gregarious
and down-to-earth while having a great time making serious wines.
The campaign includes tongue-in-cheek captions like, "We take our wines
seriously -- Ourselves, not as much" or "Winning awards is
important -- Winning friends, even more so." The question, "Are You In?" is
asked at the bottom of each ad -- an invitation to join the fun. Lorri
Emmerich, Murphy-Goode General Manager says, "We hope that this campaign not
only reassures the brand's existing and very devoted consumer base, but that
its warmth and charm portray a special kinship that is inviting to consumers
unfamiliar with Murphy-Goode."
Refreshing the Murphy-Goode Package:
When it came to redesigning the Murphy-Goode package, there were several
design elements essential to honoring and preserving the brand's character,
these design elements include:
-- craft paper -- as the basis of the label the craft paper suggests the
history or heritage of Sonoma County grape growing
-- the color purple -- a long standing artistic element in previous
Murphy-Goode labels, purple is featured in handsome borders, fonts and
on the capsule. With family ties to Minnesota, the purple represents
the family's affinity for the Minnesota Vikings
-- the script -- used to indicate the varietal name, suggests a hand
written note with a vintage feeling
-- a water-mark -- similar to the look of an old map or brand, it draws
attention and delicately anchors the front label and brand name
-- proprietary names -- continuing tradition the names remain, now encased
in a small box below the label

The marketing campaign and new package will debut alongside the opening of
the new Murphy-Goode tasting room in the town center of Healdsburg, California
in spring 2008. Events such as Liar's Dice tournaments and a float entry in
the hometown parade are planned to kick-off the opening and reassure the large
family of Murphy-Goode fans that Jackson Family Wines remains true to
upholding a family-owned, down-to-earth legacy.
Label jpegs can be down-loaded at: http://www.murphygoode.com

Murphy-Goode is located at 20 Matheson Street in Healdsburg,
Sonoma County, CA 95448
Contact: 707-431-7644 or 800-499-7644

CONTACT:
Melanie Dougherty -- Murphy-Goode: 707-525-6286,
melanie.dougherty@murphygoode.com
Lee Hodo -- Four Tier Communications: 707-332-0857,
lee_hodo@sbcglobal.net

SOURCE Murphy-Goode

Melanie Dougherty of Murphy-Goode, +1-707-525-6286,
melanie.dougherty@murphygoode.com; or Lee Hodo of Four Tier Communications,
+1-707-332-0857, lee_hodo@sbcglobal.net, for Murphy-Goode