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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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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