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Strong growth leads Campo Viejo to rerun ad campaign

Published:  23 July, 2008

Spanish brand Campo Viejo is to bring back its colourful "Pablo" advertising campaign on the back of double-growth.

The brand, owned by Pernod Ricard, enjoyed an increase in sales after the introduction of the campaign, which features the Picasso-esque character drinking Campo Viejo.

Pernod Ricard UK is to invest a further 1.5m for a series of national press and consumer magazine adverts in publications such as Grazia, Time Out and OK!

Pernod Ricard's wine development director Adrian Atkinson said: "Campo Viejo continues to drive the growth of both the Rioja and Spanish wine categories.

"With seven wines now in the portfolio, the advertising campaign is aimed at encouraging consumers to reappraise Rioja and give Campo Viejo a try, as it's a long way from the heavier wine style which people sometimes associate with the region."

The range includes a Crianza, Reserva and Gran Reserva, as well as a Viura, Ros, and two Cavas.