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| Clos du Bois print ad |
Allied Domecq Wines USA has just popped the cork on a $5 million marketing campaign aimed at an upscale demographic to sip on its Clos du Bois wines.
The “All The French You Need to Know” campaign is a yearlong effort that will include on-premise tour events, off-premise merchandizing, radio and print ads.
The brand has increased marketing spending 40% over the last year to get the word out that its Sonoma County wines are great for celebrating, entertaining and gift giving.
At more than 100 events in 23 cities consumers will get the chance to attend wine and food tasting parties hosted by local radio personalities at trendy, upscale restaurants, Allied Domecq said. Fashion shows, cooking classes, and theater and concert VIP pre-parties round out the events.
Sixty-second radio spots called “Customs,” “Frenchman” and “En Francais,” talk up a female heroine and a French man in comical situations and announce some of the events. The ads will run in 15 cities. Print ads show an elegant presentation of a French meal where Clos du Bois are the only French words a customers needs to know.
In-store case cards use the same creative as print ads with French phrases. Duncan Channon created the ads.
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