A new TV advertising campaign, devised by Euro RSCG, will feature the Jacob’s Creek target consumer enjoying a dinner party with friends in “relaxed style”.
Set to run throughout December, the ‘True Character’ campaign “seeks to put consumers’ opinions at the forefront”, focusing on their “appreciation of good wines as one of life’s simple pleasures”.
In the past, the brand has relied on endorsements to build reputation, but after 12 months of extensive research, consumers’ views are now considered “equally important”.
Marketing controller Mathew Bird says: “We know 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.”
The True Character campaign will reinforce the brand’s credentials as “premium, yet unpretentious” adds Bird.
It will feature on channels including ITV1, five and Sky, in slots around programmes such as CSI, Coronation street and new Drama Mr Eleven.
The initial burst will be in December, with the campaign returning at some point in February or March next year when it will run until “late into 2010”.
Jacob’s Creek is the UK’s best-selling wine brand, according to market research agency, Nielsen.