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Published:  23 July, 2008

By Christian Davis

Constellation Europe has unveiled a global communications campaign' for Hardys, its leading Australian wine brand, bringing all the sub-brands under the one umbrella of Best Wine Under the Sun'. Paul Hillier, senior brand manager, Hardys, told Harpers that the theme of the campaign comprises silhouettes, shadows and reflections which will be imaginatively used to express the warm feelings for the brand'. The flexibility of the strapline means Hardys' sponsorship of the senior PGA golf tour will be Best Round Under the Sun, while England rugby will be Best Team Under'. There will be posters, on-shelf barkers' and advertising in the consumer and trade press. Hillier estimates the campaign will reach 12 million readers and its direct mail operation will go to 40,000 households. There is also a mobile wine bar for tasting, and the Hardys team has hired and branded a yacht which will be at Cowes Week (August 9-15) and will be sailing around Brighton (August 17-22) and Bristol (August 26-31). The company also has a nationwide quest to find the Jamie Oliver of the Wine World'. Launched by TV personality Carol Vorderman, the Hardys Wine Idol' should be an outgoing personality who is more of a wine whizz than a wine bore'. To enter, call 020 8544 6917 or visit The closing date is 30 September.