Brands bring wine to TV

01 June, 2007

Two big wine brands are investing in above-the-line advertising this summer.

First Drinks Brands is spending £1.5 million on a TV ad for its new Mateus rosť Shiraz. Featuring pink penguins, it will run for six weeks on Channel 4 and ITV's London, Granada, and Central regions and features the strapline: Anyone can do cold and pink, no one does rosť like Mateus.

Senior brand manager Anthony Habert said: "By advertising during programmes such as The F-Word, we reach our target audience of young female drinkers."

First Drinks will target 130,000 consumers at Channel 4 Taste Festivals in London, Bath, Birmingham and Edinburgh in June and July.

Blossom Hill will also be supported with a £1 million marketing campaign this summer. Breaking on July 2 and running for four weeks, a series of TV ads will screen on Channel 4 and 5, ITV2, Sky One, E4, Film 4, UK Food and Bright Ideas. 245




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Lifting the spirits

I were to sum up alcohol sales over Christmas 2017 in one word, it would be “gin”. At Nielsen, we define the Christmas period as the 12 weeks to December 30 and in that time gin sales were £199.4 million, which means they increased by £55.4 million compared with Christmas 2016. There’s no sign the bubble is about to burst either. Growth at Christmas 2016 was £22.4 million, so gin has increased its value growth nearly two-and-a-half times in a year. The spirit added more value to
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