Jacob's Creek reveals its true character

18 November, 2009

Jacob’s Creek will have a new TV ad campaign in early December.

The ad is part of a new marketing campaign called True Character which will be rolled out in 2010.

The campaign will aim to position Jacob’s Creek as “premium yet unpretentious”, according to Pernod Ricard UK.

The December campaign will see ads on ITV1 and 2, Channel 4, Five, Living, Sky One and More4. The ad will return in February and March and later in 2010, and will be backed by other media, including digital.

Marketing controller Matthew Bird said: “We have undertaken 12 months of extensive research to understand the values of our target consumers and we think this campaign will truly engage consumers, adding value to the brand and the Australian category.”




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Looking back to look forward

Wine is a liquid time capsule. Drinking older vintages not only recalls the weather conditions and winemaking styles of the past, it encourages us to reflect upon our own histories. Such reminiscence often inclines towards romanticised nostalgia. Especially after the second bottle. But looking back is a great way of learning about the future.

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