TV campaign for Brancott

23 November, 2010

Pernod Ricard UK has launched its first TV campaign for Brancott Estate since the New Zealand wine brand changed its name from Montana.

The campaign will feature on ITV1, Channel 4, Film 4, More 4 and Sky around high profile programmes including Coronation Street, Dispatches and Grand Designs.

The initial burst ends on December 12 to be followed by a second in early 2011.

There will also be poster ads in multiple grocer car parks and an on-pack promotion to win a trip to the vineyard.

Head of marketing Matthew Bird said: “2010 has been a breakthrough year as we have set out our future for the brand.

“This new marketing campaign gives us the opportunity to reach out to our target consumers and engage them with the story behind Brancott Estate and its wines.”

The brand name switched from Montana at the end of September as part of a global move to adopt its US market identity.




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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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