The advertising campaign, which kicks off this month, builds on the success of ‘The more you look, the more you discover’ campaign, which was first launched in 2014.
The international campaign runs across seven countries, with local adaptations to suit particular markets. In the UK, advertising will be shown across digital displays at a number of London railway stations as well as in varying formats across digital devices and smartphones.
It features two new creatives: the spatula design and the balloons design, which will sit alongside the existing butterfly design.
The ‘balloons’ creative aims to herald dry whites for light, refreshing experiences over the summer while ‘spatula’ alludes to informal cooking, such as summer barbeques, with wines to match. It also reiterates the suitability of Bordeaux wines for everyday mealtimes, accompanying a variety of simple dishes.
François Jumeau, CIVB Director of Marketing said of the campaign: “Summer is the perfect time to emphasise a point of difference with Bordeaux white wines. By showcasing the light and fresh style of our Sauvignon Blanc-based dry whites, across a range of media platforms for UK consumers, we want to encourage consumers to rediscover Bordeaux: people will discover something new and see a different side to Bordeaux than the one they’re used to.”
The campaign’s aim is to encourage consumers to discover (or rediscover) Bordeaux dry whites over the warmer summer months, while supporting the Cite du Vin, which is Bordeaux’s new cultural wine site, and also the Bordeaux wine festival (Fete le Vin), which is the largest wine tourism event in Europe. It also coincides with the Euro football tournament.
The video advertising in particular emphasizes that Bordeaux produces dry white wines, often using the Sauvignon Blanc grape, which consumers might not traditionally associate with the region.