Grown-up ads for Côtes du Rhône UK

03 October, 2008

Côtes du Rhône UK has a new advertising campaign, replacing the familiar cartoon hedgehog and hippos which have helped define the region in the UK.

The new campaign "shows a touch of grown-up sophistication", according to Inter Rhône, while still emphasising the strapline Think Red, Think Côtes

du Rhône Wines.

The £565,000 above-the-line investment is the campaign's largest media spend in the UK to date.

It will run until the end of the year in national press and lifestyle titles, as well as digital escalator panels and

LCD screens in the London Underground throughout October.

Olivier Legrand, UK export manager for Inter Rhône, said: "We wanted to keep the strengths of our previous campaign, but build on these and develop a more adult tone .

"We are delighted with the three executions which show the ubiquitous Côtes du Rhône glass appearing in unexpected situations. "




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Rosé tinted glasses

I was asked recently what I thought the biggest change had been in wine fashion in the past five years. My answer was unequivocal: sales of pink wines. From being a niche that expanded and contracted with the sunshine, rosé has subtly but steadily become a stalwart of many merchants’ ranges, with Provence firmly at the top and asked for by name.

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