SYDNEY: Jacob’s Creek will launch a major global campaign to push its more upmarket wine brands in September.
Jo Adamo, Jacob’s Creek global marketing manager, said the campaign, to be rolled out in all 70 countries that Jacob’s Creek is sold around the world, will endeavour to “expand knowledge across the Jacob’s Creek portfolio”.
The value proposition of Jacob’s Creek classic range - of $8 to $10 a bottle - was well known, but the likes of the reserve and sparkling lines above that price point were not, and it was hoped the campaign would rectify that, Adamo said.
Euro RSCG Australia will be responsible for all creative on the campaign following it beating incumbent Clemenger, Saatchi & Saatchi and DDB to the account following a pitch resolved last week.
Euro RSCG Australia chief executive Paul Bennett said the campaign would be comprehensive in both size and scope, rolled out in virtually every channel from TV, print and online in addition to a heavy focus on in-store and PoS merchandising.
“We’ve got to get to people in the last three feet where they make that crucial purchase decision.”
Bennett said the campaign could see Jacob’s Creek ad spend this year double from the $2.5 million on main media it spent in the 12 months to November 2008 (according to Nielsen AIS estimates).
Jacob’s Creek is produced by Orlando Wines, part of Pernod Ricard. Euro RSCG won the global creative duties for Pernod Ricard’s Chivas Regal whisky in May last year.
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