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.




Bookmark this


Site Search

COMMENT

Lifting the spirits

I were to sum up alcohol sales over Christmas 2017 in one word, it would be “gin”. At Nielsen, we define the Christmas period as the 12 weeks to December 30 and in that time gin sales were £199.4 million, which means they increased by £55.4 million compared with Christmas 2016. There’s no sign the bubble is about to burst either. Growth at Christmas 2016 was £22.4 million, so gin has increased its value growth nearly two-and-a-half times in a year. The spirit added more value to
total a

Click for more »
Upcoming events

Polls

Is blended Scotch overshadowed by single malt in retailers?

  • Yes
  • No
  • Don't know

Facebook

Twitter