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 rosé 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 £5.20.




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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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