MARKETING MUSCLE

A round-up of the latest campaigns

Robert Mondavi

Constellation Europe has put £3m behind its first UK advertising campaign for Californian wine brand Robert Mondavi. Featuring Woodbridge Winery in three different presentations, the ads are complemented with a PR programme and extensive pre-Christmas retailer activity. Constellation Europe brand marketing vice-president Clare Griffiths said: "The high level of frequency will not only make the campaign one of the largest UK wine advertising programmes this autumn and Christmas, but provides a fantastic platform from which to build consumer confidence and much-needed value back into the Californian wine category."

Glenfiddich

Glenfiddich has been given a new look to coincide with the brand's second burst of advertising support. It is part of a £2m UK marketing campaign to assert Glenfiddich's leadership of the single-malt category and create demand throughout the year. Phase two of "Every Year Counts" includes TV, print, PR, direct mail, online and brand-ambassador activity. Running into 2008, the campaign features the new year as a time for reflection and the exploration of new ideas. In addition, "Taste the Future" events are planned for the on-trade through tutored tastings, focusing on the sensory experience.

Bordeaux wines

Bordeaux's wine council has launched an advertising campaign targeting four million ABC1 wine drinkers. Advertising is appearing in national newspapers and women's weekly glossy magazines, while 200, 48-sheet posters feature on London Underground and Adrail sites throughout the south-east. The 25-to-50 age group is being targeted as it constitutes 73% of the wine-drinking population. The adverts will feature the strapline, "Some offer you just a drink, others offer you a château" to put across an image of quality, individuality and heritage. The campaign follows a recent promotion for Bordeaux wine that offered customers free wine vouchers for more than 600 restaurants nationally.