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Beastly marketing drive kicks off

Published:  17 December, 2008

Languedoc Roussillon brand Le Beast has caused a stir in France after challenging the French minister responsible for the internet with a wolf glove puppet at a conference in Paris.

American puppeteer Loren Feldman made his intervention at Le Web, a leading European conference debating the internet. Feldman asked minister Eric Besson, via the puppet: "Why is it illegal to advertise wine in France?" To which Besson replied: "French wines are so great, they do not need to be advertised."

The intervention was part of a viral marketing campaign for Le Beast by brand owners Clink Wines that will feature videos of the Beast character, operated by Feldman, talking to trade figures.

According to Clink Wines' Catherine Monahan, the campaign has three aims. "To challenge French laws about advertising; to engage all the French regions to work in their own way to reverse its market share; and to educate consumers in a fun and interactive way about wine."