Pablo puts Campo Viejo in the frame

05 October, 2007

Pernod Ricard has invested £1.5 million in an advertising campaign for Rioja brand Campo Viejo.

The

promotion sees the return of the Picasso-esque character Pablo, who will feature in a series of print ads that will appear in national newspapers and consumer magazines.

Pernod Ricard wine development director Adrian Atkinson said: "Campo Viejo continues to drive the growth of both the Rioja and Spanish wine categories.

"With seven wines now in the portfolio, the ad campaign is aimed at encouraging consumers to re-appraise Rioja and give Campo Viejo a try, as it's a long way from the heavier wine style which people sometimes associate with the region."




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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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