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Constellation launches 12million campaign for Hardys

Published:  23 July, 2008

Constellation Europe said it is investing the "biggest-ever" UK spend behind a wine brand in a bid to keep Hardys at No 1.

The Aussie wine brand will be supported by TV advertising, promotions, sponsorships, events and in-store activity from April.

The campaign, which has been developed around a movie theme, is an attempt to add real value to the Australian category and to bring new consumers to wine, according to Constellation Europe.

Consumer research carried out by Constellation in 2006 and 2007 found the story behind Hardys was "very emotive" to the target consumer and film is of major interest both to the brand's consumers and to potential new entrants to the wine category.

This is why the theme of the TV advertising is "One love since 1853" and focuses on Thomas Hardy, who founded the Hardys brand more than 150 years ago.

The advert will break on terrestrial TV on April 4. It will appear between major films and dramas for maximum exposure to its target audience.

Hardys has also struck film-related deals, comprising a year-long association with Sky Box Office from next week, a partnership deal with The Times for a 15-week film season in Vue cinemas nationwide and the sponsorship of Lovefilm, the UK's biggest DVD rental service.

An A5 booklet and corresponding microsite will also be produced featuring Movies that matter.'

Troy Christensen, president of Constellation Europe, said: "The plans that we have put together behind the brand will ensure that Hardys maintains its number one position and continues to grow.

"We're adding real value to the Australian category and giving consumers a compelling reason both to buy into wine and buy Hardys."