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Blue Nun changes habit

Published:  23 July, 2008

Revitalised seventies brand, Blue Nun, is marking the 10th anniversary of its takeover by German winery, Langguth, with a major bottle refit and an ad campaign for the iPod generation'.

Langguth has invested 500,000 in the campaign, which targets young female drinkers and includes print and poster ads and a sampling tie-up with lingerie and sex toy firm Ann Summers. The campaign will feature two straplines: 'What's your favourite colour?' and 'Easy-drinking wines of the world.'

The new-look bottles feature a new-look nun, who, in an attempt to ditch the Sound of Music associations, is now presented as an outline drawing, inspired, according to Langutth's UK and Ireland sales director Len Granger,

by the shadow figures of the adverts for Apple Computers' iPods.

Granger told Harpers: 'Since Langguth took over the brand [in 1996], it has had its most successful decade. We are looking to get sales to one million cases, and to get into the top 20 brands in the UK.'

The brand, which includes the original Qualittswein, a Riesling, a French Merlot, a Spanish Ros and a Sparkling Secco, has tripled its sales in the UK, and doubled them globally in the past five years.