Jacobís Creek steps up campaign to gauge publicís preferred taste

02 April, 2010

Jacobís Creek is challenging consumersí ideas of taste in the next stage of its True Character campaign, which it predicts will reach more than 10 million shoppers.

The taste programme includes the launch of†an online navigational tool, Wine Wizard, to help consumers select wine to suit their individual tastes. This is supported by neck collars, shelf barkers and car park posters. The programme is underpinned by the tagline Because itís Your Taste that Matters.

To coincide with the campaign, Jacobís Creek is running a consumer promotion with London restaurant Dans Le Noir, where diners eat and drink in darkness.

Diners will be able to take the Jacobís Creek Taste Experience, allowing them to abandon all their preconceptions and re-evaluate the wine. The promotion runs for three months from April 1.

Mathew Bird, head of marketing for Jacobís Creek, acknowledged the praise the wine had received from wine critics and ďinfluential awardsĒ it had won, but said: ďWhile these endorsements will always be important to the brand, we also believe that when it comes to evaluating wine, consumersí views are equally important.Ē?




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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 Ė which makes it especially galling that we spend so much time divided over it.

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