Hippy shake up for Robert Mondavi

05 October, 2007

Constellation Europe has launched a

3 million marketing investment campaign for Californian wine brand Robert Mondavi.

The

marketing push will be led by an advertising campaign, backed by a major PR campaign and extensive pre-Christmas retailer activity.

Featuring the Woodbridge winery, the promotion will

run in

the national press,

outdoor posters,

the underground and

train networks.

Using data from the group's ongoing WineNation research programme to target consumers aged 25 to 50 , the campaign, called Not That California, features three creative executions, Hippy, Yoga and Hug.

"Featuring highly aspirational Mondavi vineyard images as its backdrop, the campaign employs parody and humour to clearly differentiate Mondavi from some of the negative perceptions that surround California in the minds of UK consumers," said marketing vice-president Clare Griffiths.




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Reasons to be cheerful

I would like to think my outlook on things is generally optimistic. Perhaps that’s a natural consequence of working with something designed to give pleasure. But recently it has become increasingly difficult to ignore a creeping sense of negativity pervading the British wine trade.

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