What’s behind our new advertising?
Isobel’s audacious new campaign for Bordeaux Wines launched globally at the end of 2014 and will continue to run this year.
The campaign includes advertising that carries the strapline ‘the more you look, the more you discover’ and encourages wine explorers to discover more about the wines of Bordeaux whilst highlighting the wine region’s incredible ‘diversity’. The campaign, in the tradition of French poster art from the ‘20s and ‘30s, features seven executions with the bottle (representing Bordeaux) central to each.“The campaign is about discovery” explains Paul Houlding, Managing Partner, isobel “There are many dimensions to Bordeaux wine and it’s a brand that demanded and deserved a different approach – a simple, elegant campaign that shakes things up a bit.”
A central theme of ‘discovery’ runs through each execution and allows the brand to engage wine consumers across the world with one, strong brand message.François Jumeau, Director of Marketing CIVB, commented: “The complexities of communicating Bordeaux wines in our different and varied markets cannot be underestimated. We believe the campaign we have created effectively enables us to engage with wine drinkers throughout the world no matter their experience or knowledge.”
Fully integrated, the campaign is designed to run across print, OOH, digital, social, and experiential. Digital executions are key to engaging with a younger consumer, and are performing exceptionally well while other media is used to drive long term advocacy.New executions are currently in development – on course to continue the campaign’s fresh approach to promoting Bordeaux
Watch the campaign here.