Rioja campaign to simulate conversation

Wines from Rioja has gone for a change of image with its latest ad campaign, “Talk Rioja”. Instead of featuring vineyards and bottle shots, the creative includes words flowing from two glasses of wine.

 The idea behind it is to simulate a conversation between friends about the region’s wines.

The campaign, which begins this month, will include both print and outdoor advertising, with 180 buses in central London featuring the ads. The campaign is targeted at “young professionals” aged 25 to 44 and according to Lisa Paton, senior account director of Wines from Rioja, it is intended to show that the region’s wines are a contemporary alternative to New World wines, placing Rioja at the “heart of social drinking occasions for thirty-somethings”.

Fionnuala Synnott 03/09/08