Hardys has unveiled a new advertising message, ‘The joy of certainty’, which it will roll out across all its global markets.

The branding aims to capture the joy of an evening spent with friends and the multiple ways Hardys can be enjoyed as part of such an occasion.

It marks Hardys’ first major outdoor campaign since 2015, and has been backed by a six-figure investment. It will run from 6 November to 4 December across locations including Leicester Square, Manchester’s Arndale Centre, the Birmingham Bull Ring and London tube stations.

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Tom Smith, marketing director – Europe at Accolade Wines, said: “Hardys has been the number-one wine brand in the UK off-trade since 2010 and is now the fifth-biggest alcohol brand. We are looking forward to building on our success with the new global creative and outdoor campaign, with its modernity, distinctiveness, and emotion that the previous assets lacked.

“Whilst our continued brand growth has been impressive, it’s equally important for us to drive salience and communicate in a distinctive way. Our aim with this investment is to reinforce that Hardys is the most trusted brand and demonstrate that we can cater to a variety of wine drinkers and wine occasions, while hero-ing our higher end portfolio – Crest.”

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