An example of one of those depressing articles that you occasionally read in the Wine Press. Read and weep as JC’s lazy marketeers deliver phrases such as “We are excited about this opportunity to engage with our target audience…blah, blah blah”.
The JC marketing guys really are the Spinal Tap of Wine, but at least this old school nonsense confirms why I’m right to avoid their products.
Say When!!? How about never?
Jacob’s Creek has struck a deal with Twentieth Century Fox to sponsor a major new film starring Nicole Kidman and Hugh Jackman.
The wine brand will partake in a range of promotional activities around the launch of Australia, which hits UK cinemas next month.
Activity will include a high impact outdoor and media campaign, dedicated campaign microsite, extensive on-pack promotion, in-store activation and consumer and trade PR and experiential support.
A large scale on-pack promotion supported by in-outlet merchandising and point of sale material will offer consumers the chance to win a trip to Australia. Hundreds of runners up prizes will also be on offer including Jacob’s Creek Hampers and Odeon tickets.
The promotion will run across five million bottles and feature an online instant win mechanic, continuing nationwide for six weeks from mid-November 2008.
Annnabelle Kuhn, head of marketing for wines at Pernod Ricard UK, said, “With the key attributes of being iconic, authentically Australian and premium, there is no doubt that Jacob’s Creek and Australia create the ideal partnership.
“We are excited about this opportunity to engage with our target audience and have an excellent range of targeted and high impact activities in place, guaranteed to connect with our consumers and ultimately drive purchase.”
The campaign will also achieve global reach with the film’s international release across markets including Australia, North America, Europe and Asia.
Australia opens in cinemas in the UK on December 26.
Jacob’s Creek also recently teamed up with the Mail on Sunday to launch an online drama.
Indeed, looks like the marketing team here lazily googled ‘brand positioning’ and did a clinical cut and paste rather than walking around the vineyard for the inspiration to fit into their marketing a2b roadmap.
Message to Marketers : live your products, live your customer.