Ad campaign for Campo Viejo

21 September, 2011

Pernod Ricard UK is to advertise its Campo Viejo Rioja brand in print media for the first time in three years.

The Live Uncorked campaign will run until the end of November in national press including a partnership deal of advertorials in sister publications The Guardian and The Observer.

The ad campaign is supported by in-store activity to encourage trial and recruit new wine drinkers.

Simon Thomas, deputy managing director for wine, said: “As Rioja category leader, we are investing substantially to drive significant awareness not only of the brand, but also of the wider Rioja category.

“Reflecting the Spanish outlook on life, Live Uncorked has been created to appeal to both current and new consumers who are culturally curious.”




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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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