Passion Pop launches Passion for the Pop campaign to save iconic brand and re-engage lapsed drinkers
The drinks brand is calling on fans to save the national treasure, reporting a 29% sales decline.
(Sydney, 8 November 2023): Aussie icon with a 45-year history, Passion Pop launches its Passion for the Pop campaign to save the iconic sparkling wine, after reporting a 29% sales decline over three years.
The reports join a growing social groundswell to save the nostalgic drink from disappearing from bottle shop shelves, with the sparkling wine set to make a comeback this summer.
An easy drinking sparkling combining great fruit flavours with a lovely bubbly personality, Passion Pop is asking Australians to buy a bottle to save a national treasure - and be rewarded with the chance to win one of 4 x $2500 cash prizes via an Instagram competition.
Chief Marketing Officer, Tom Dusseldorp at Passion Pop parent company, Australian Vintage says, “We don’t want Passion Pop to go the same way as Fantales, Sara Lee or Sunny Boys. Every Australian has a Passion Pop memory and for more than four decades, it’s been the drink for those who enjoy the sweeter things in life and love having a good time, no matter the occasion. This campaign is about showcasing Passion Pop as the perfect cost-of-living friendly summer drink either on its own or mixed into your favourite cocktail. This summer is about reigniting our collective passion for the Pop and saving an icon of Aussie culture.”
Passion Pop has also engaged internationally recognised bartender and Brisbane-based mixologist Millie Tang to craft two new summer POPtails heroing the sparkling wine - the Passion Pop Spritz and Summer Spritz.
Tang says, “Forget the champagne, Passion Pop is back and it’s tasty, bubbly goodness is still hugely enjoyable on its own or mixed into your favourite cocktails. At RRP $7 a pop, it’s a super tasty and budget-friendly foundation for any buildable cocktail for the entertaining season.”
She adds, “Nostalgia is a major trend across all industries currently and food & beverage is no different. In times of great uncertainty, people tend to turn to what they know, love and have great memories of. Passion Pop is one of the most nostalgic pieces of Millennial Australiana, it’s iconic and I’m stoked to add new ways for Aussies to rediscover and celebrate their passion for the Pop.”
Passion Pop has also launched a new Instagram account for fans to share their nostalgic stories in 25 words or less and photos of themselves enjoying Passion Pop, as part of the consumer competition to win one of 4 x $2500 cash prizes.
Passion Pop is available for RRP $7 at Dan Murphy's, BWS, First Choice Liquor and independent liquor stores.
For more information please contact Lucy Dobson, firstname.lastname@example.org | 0478 248 554
About Passion Pop
At Passion Pop, we don’t take ourselves too seriously. Passion Pop is an Iconic Australian brand which has seen 45 years of proven success as an affordable sparkling wine. Passion Pop is for those who enjoy the sweeter things in life and love having a good time, no matter what the occasion. Passion Pop injects a load of fun, carefree and retro vibes into the lives of our drinkers. Our range of four flavours features a delicious flavour for every event, from our much-loved original flavour to our fruity watermelon. Passion Pop is the perfect party accessory and can spice up any cocktail to create a fresh summer POPtail.