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News
Jacob’s Creek set for festive ads boost
Pernod Ricard UK is set to launch a new advertising campaign for Jacob’s Creek ahead of the festive season.
The True Character campaign forms part of a significant new marketing campaign for Jacob’s Creek, which will be rolled out throughout 2010.
True Character hopes to tap into its audience’s desire to engage with trusted brands, focusing on their appreciation of good wines.
The True Character campaign will be featured heavily on TV (including ITV1, C5, C4, Living, ITV2, Sky One and More4) in slots around popular programmes such as CSI, F Word, Coronation Street and new drama Mr Eleven.
It will run throughout December 2009, returning on-air in February/March. The TV advertising will reach some 10 million adults, and will continue into late 2010 when it will also be supported with further advertising in a mixture of other channels including online.
Mathew Bird, marketing controller for Jacob’s Creek, said: “Jacob’s Creek has been recognised by wine critics and received influential awards for its consistent wines that offer true varietal expression and over-deliver on quality at every price point.
“While these endorsements will always play a pivotal role in the reputation and success of Jacob’s Creek, we also believe that when it comes to evaluating wine, consumers’ views are equally as important, which serves as the underlying message of our True Character campaign.
“We have undertaken twelve months of extensive research to understand the values of our target consumer and we think that this campaign will truly engage consumers, helping us to fulfil our goal of adding value to the brand and the Australian category.”
Bird added: “The True Character advertising shows a snapshot of real life; a relaxed dinner party that brings friends together whilst giving them the opportunity to sample the nation’s favourite wine.
“We know that consumers respond well to brands they can trust, and this new campaign aims to connect with our consumers on shared values, putting them and their views at the heart of what Jacob’s Creek stands for.”
Alan Lodge, 18.11.2009