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Campo Viejo goes 'Live Uncorked'

Published:  21 September, 2011

Pernod Ricard owned, Campo Viejo, is to launch its first heavyweight print advertising campaign for three years, ahead of the Christmas period.

The new brand platform, 'Live Uncorked' - aims to bring to life the vibrancy and expressiveness of Spanish culture and reflect the progressive winemaking style of the Riojan brand.

It will celebrate and promote the increasing emergence of the Spanish lifestyle, philosophy and culture in the UK.

The campaign will run until the end of November and includes a media partnership with The Guardian and The Observer.

In addition, the campaign will be supported with in-store activation to encourage trial and recruit new wine drinkers.

Simon Thomas, deputy managing director for Wine at Pernod Ricard UK, said: "As Rioja category-leader, we are investing substantially to drive significant awareness not only of the brand, but also of the wider Rioja category, to more than six million people.

"Reflecting the Spanish outlook of life, 'Live Uncorked' has been created to appeal to both current and new consumers who are 'culturally curious.'

"The same Spanish passion is reflected through our Campo Viejo range, which embraces the traditions of the Rioja region whilst applying the most advanced winemaking technology available - the result is a new, approachable, progressive and vibrant wine style that satisfies today's discerning modern palates."