Farewell hippo and hedgehog

Inter Rhône has revealed it is to drop the popular hippo and hedgehog illustrations as part of a new higher spend advertising campaign for the UK beginning in October 2008.

At a trade briefing yesterday (01.04.08) Olivier Legrand, export marketing manager for Inter Rhône, explained that the irreverent imagery was to be phased out because it was 10 years old and there was a fear that the cartoon animals may be seen to be targeting children. Expanding on the latter point, Legrand cited a more sensitive mood in the UK to alcohol advertising, and advice from the Advertising Standards Authority (ASA). “The ASA have said there could be a problem with the campaign and we don’t want to be the first French wine region with a problem,” he said.
Inter Rhône are choosing an advertising agency and fresh creative for the Rhone today. Three agencies are said to be pitching for the business.
Legrand said that the wine region would retain the “Think Red, Think Cotes du Rhône” slogan and hoped to keep the simple and light-hearted spirit of the current campaign, produced by creative agency Toybox.
It was also made known that Inter Rhône would be increasing its investment in the UK by 20% in 2008, taking its total spend from €1 million in 2007 to €1.2m this year. Redirecting promotional funds from The Netherlands to the British market has boosted the budget.
Overall, it is hoped the new advertising campaign will increase Cotes du Rhône’s spontaneous brand awareness from 11% in 2006 to 14% in 2008 (TNS Sofres).
“We want to raise brand awareness for Cotes du Rhône so there is less chance we will suffer from increased competition on the UK market,” summed up Legrand.
The €1.2m marketing budget will be split between advertising (45%), off-trade promotions (10%), on-trade operations (10%), PR (20%) and press activities (5%).

Patrick Schmitt, 02/04/08