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Côtes du Rhône unveils new UK campaign
Inter-Rhône has launched a new UK marketing campaign based around the idea of ‘Everyday Sophistication’, with a dollop of British humour.
The new campaign was designed by London-based creative agency Creature and features three images that take their inspiration from classic French advertising posters.
Each depicts an ‘everyday’ situation and with it a strapline in ‘Franglais’ that emphasises how Côtes du Rhône wines are a perfect match for each.
The campaign is designed to highlight the, “quality and accessibility of the wines, while touching on the modernity and dynamic character of the Rhône.”
Virginie Charlier, marketing director at Inter-Rhône, said: “With this campaign, we wanted to present a fresh and dynamic positioning for the UK market. The new approach celebrates the quality of our wines regardless of their colour, but also their accessibility.
“We produce great wines which are ideal to share and enjoy in everyday situations. We also used one of Britain’s most famous traits, wit and self-deprecation to enable us to further connect emotionally with British consumers.”
The campaign will run from June 2017 in both consumer and trade titles and as advertising on the London Underground.
Saw these adverts on London Underground yesterday and made me think it cheapened the brand.
Sorry but that is my opinion.
Saw them at canary wharf and love them!!!
Would frame them!
This is a clever and witty campaign, highlighting the classic qualities of Cote du Rhone wine alongside modern gadgets, such as the TV remote control and cell phones, done in the style of 1940s posters. So we hark back to a bygone age of quality and reassurance, while looking forward to the present day.
For future campaigns, may I suggest the agency looks at the ‘vintage classic car posters’ designed by Bill Philpot on his website. They could form the basis of a similar, classy campaign.
Saw the ad in BBC Good Food magazine. Bien agreable avec a lovely bit of grub. And the couple were tucking into a plate of SPAGHETTI BOLOGNESE, Surely this should be a Sunday Roast with all the trimmings?