Talk Rioja: dramatically different ads

04 September, 2008

Rioja has launched an ad campaign it says is a "dramatic departure" from current generic advertising.

Talk Rioja aims to avoid vineyard scenes and bottles and instead focus on drinking occasions, with a

"vibrant illustration of two glasses of wine using the words of a group of friends having a conversation", according to Wines from Rioja.

The campaign,

expected to create a more modern and dynamic image for Rioja among young professionals, launches this month and encompasses both print and outdoor advertising, with 180 central London buses carrying the ads, as T-sides, from Sept 8 for two weeks.

Press ads will appear in national newspapers and leading lifestyle magazines, including Guardian Weekend,

the Independent, Observer Magazine,

the Times Magazine, London Lite, GQ, Red and Grazia.

Lisa Paton, senior account director of Wines from Rioja, said: "With a bold, modern colour scheme the Talk Rioja campaign places Rioja at the heart of social drinking occasions for

thirtysomethings, showing them that red, white and rosÚ wines from Spain's iconic

region offer a contemporary alternative to New World wines."

Rioja outperformed all other regions with 23 wines in the top 124 in this year's New Wave Spanish Wine Awards. Recent Nielsen figures show a 20% sales increase for the region, with average bottle prices of ú5.20.




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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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