Constellation aims to use star quality

11 July, 2008

Constellation Europe is investing ú3ámillion in Robert Mondavi in a bid to make the brand "a household name in the UK, as it is in the States".

The campaign will feature "sustained advertising" in quality newspapers and weekend colour supplements.

In addition, there will be a "strategic media partnership" with one national title and other promotions around the campaign in the off-trade.

The creative work focuses on memorable quotes from Robert Mondavi, the creator of the brand bought by Constellation in 2004.

Constellation's recent Wine Nation research suggested that Mondavi should target consumers who want knowledge about wine and wine brands, but "nothing too complicated". Clare Griffiths, vice president for marketing, said: "Robert Mondavi was a pioneer and a legendary winemaker. By using his stories, we are hoping to make the brand more relevant." for the UK consumer."




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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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