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 rosé 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 rosé 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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Richard Hemming MW: beware inverse snobbery

Few things can bring communal pleasure so intimately as wine. Apart from a hot tub, perhaps. Sport can trigger mass jubilation, film gives us shared empathy, but wine has a nigh-unique ability to bestow conviviality among us through a shared bottle – which makes it especially galling that we spend so much time divided over it.

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