Campaign loses its animal magnetism

04 April, 2008

Inter Rhône, the body representing producers and negociants in the Côtes du Rhône, is dropping the hippo and hedgehog from its ad campaign over fears they appeal to children.

The two illustrated characters

have starred in its ads

for the past 10 years . A new campaign

will launch in October.

Inter Rhône marketing export manager Olivier Legrand said advisers at the Advertising Standards Agency believed the ads may cause complaints because of tougher regulations

on alcohol promotion .

He said: "They told us there could be a problem, so we thought

if we continued to use this campaign we could get into trouble.

I t is time for a change, but it is sad to lose them." The strapline from the current campaign - Think Red. Think Côtes du Rhône - will remain .

Inter Rhône said it was also increasing its marketing budget by £150,000 in the UK this year to retain its position in the market.




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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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