Jacob's Creek reveals its true character

18 November, 2009

Jacob’s Creek will have a new TV ad campaign in early December.

The ad is part of a new marketing campaign called True Character which will be rolled out in 2010.

The campaign will aim to position Jacob’s Creek as “premium yet unpretentious”, according to Pernod Ricard UK.

The December campaign will see ads on ITV1 and 2, Channel 4, Five, Living, Sky One and More4. The ad will return in February and March and later in 2010, and will be backed by other media, including digital.

Marketing controller Matthew Bird said: “We have undertaken 12 months of extensive research to understand the values of our target consumers and we think this campaign will truly engage consumers, adding value to the brand and the Australian category.”




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Talking terroir

When Bordeaux was in fashion, it seemed almost logical that we should fetishise winemakers. Here were people responsible for brilliant acts of blending, across large estates and multiple grape varieties, including superstars such as cabernet sauvignon and merlot. These days, fashion has moved on and pinot noir is ascendant. As a result, the star of the winemaker has fallen and we find ourselves following a new star in the sky: terroir.

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