Taking ownership of the colour purple was seen as fundamental to the brands success. The application of the colour and the brand to a surreal advertising campaign gives the brand enormous potential, particularly with its ability to leverage off the state’s world renowned pristine environment.

In the words of Sue Vidovich, CEO of WIAWA, "Enhancing unity within the West Australian wine industry and the promotion of Wine Brand WA are fundamental to the success and longevity of our industry. This brand not only gives our association an enormous footing with its marketing, it also gives it a much needed adrenalin rush!"