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Côtes du Rhône reveals sexy new image

Published:  18 September, 2008

The famous Côtes du Rhône hedgehog and hippo have been replaced by a woman wearing red high heels.

The promotional body for the region will keep the "Think Red, Think Côtes du Rhône" strapline but will move to the more "sophisticated" imagery.

The new campaign will launch in the UK in October with an investment of more than £500,000 to run advertisements in the press and the London underground.

Aiming for sophistication

Olivier Legrand, export marketing manager for Inter Rhône, said: "Originality and quirkiness are the 'trademark' of Côtes du Rhône communication in the UK. We are convinced that this will be really efficient to create high impact to the wine consumers.

"This is an opportunity to provide a more 'adult' tone to the campaign, and more status to our wines," he said. "The execution - modern, sophisticated and original - will also help to improve the image of our wines."

Côtes du Rhône aims to increase spontaneous awareness of its wines to 15% in 2009 (against 11% in 2007).

by Rebecca Gibb