Constellation invests in legend of Mondavi

Published: 23 July, 2008

Constellation Europe is investing heavily in its Robert Mondavi brand to further develop its premium Californian offering and add value to the Californian category.

The injection of 3m marketing spend into the brand will ensure that, in time, Robert Mondavi becomes a household name in the UK, as it is in the States.

Robert Mondavi is hailed around the world as 'the father of Californian wine', the man who inspired the development of the modern Californian wine industry.

So respected was Robert Mondavi in the world of wine that he was given the Lgion d'honneur - France's most prestigious accolade - for his services to the wine industry.

While the brand is well known and respected by expert UK wine consumers, its awareness is lower among the majority of the UK's wine drinkers.

The campaign aims to introduce the brand to a new group of consumers who are looking to trade up and enjoy something a little more special in their wine consumption.

The selected creatives focus on the stories behind Robert Mondavi and feature his memorable quotes, which give an insight into Robert Mondavi, the man - a legend to all those who knew him.

The campaign will comprise sustained national press advertising in the quality press and weekend colour supplements, reaching over seven million adults on more than five different occasions.

The campaign will also feature a strategic media partnership with one national title and significant through-the-line activity in key accounts in both the on and off trade.

Constellation's in-depth Wine Nation research has revealed that the Robert Mondavi target market of High Potentials and Engaged Explorers wants knowledge about wine and wine brands, but nothing too complicated or difficult.

They want 'enough knowledge that is useful and memorable'. The Robert Mondavi story fits this insight perfectly and research with consumer focus groups has consistently supported this finding.

Clare Griffiths comments: "Robert Mondavi is an excellent brand with an excellent heritage. It is the top-selling domestic wine in the US and we intend to invest in the brand to make it famous in the UK too. Robert Mondavi was a pioneer and a legendary winemaker - by using his stories, we are hoping to make the brand more relevant for the UK consumer."

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