Hine aims for intrigue with new ads

A new advertising campaign for Hine Cognac is being piloted in France and the UK.

The press campaign features a patchwork of pictures of last year's Cognac grape harvest with little supporting text and the aim of "provoking curiosity and intrigue", according to the company.

The campaign will aim to position Hine more in the global luxury goods sector rather than the narrow spirits market.

The campaign has been developed so that it can be adapted for the needs of individual markets, distributors, retailers and on-trade outlets.

Access will be given to organisations in the Hine supply chain to the producer's picture library, so they can come up with their own executions to fit a variety of print formats.

Ads in the French market are being placed in Figaro, Le Journal du Dimanche and Le Point.

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