JABOB'S CREEK SAYS WHEN

Published: 23 July, 2008

By Tim Atkin MW

Jacob's Creek, Britain's leading New World wine brand, has been repositioned with a new advertising slogan. In most major markets Say When' will replace the Australia's Top Drop' campaign that has been running since the early 1980s. The new global positioning has already been launched in the UK, via the brand's sponsorship of the Friends TV series, and will be introduced in most major markets in 2003, as the cement to hold all our communication together', according to Chris Seale, head of marketing (wines) at Pernod Ricard UK. The campaign was developed in Adelaide by Clemenger, the agency that created the Top Drop campaign, and will be supported by a spend of 4 million in the UK, focusing on Friends, Wimbledon, the British Open, the BBC Good Food Show, and broadsheet and poster advertising. Top Drop has taken us a long way, but there were signs that it was becoming a little tired,' Seale told Harpers. We needed something to consolidate our market-leading position. Say When updates and refreshes the brand, making it more contemporary and appealing to consumers.' The Jacob's Creek range is to be extended in March with the addition of a 2001 Shiraz, available in Tesco from 5.99, bringing the total to 11 wines. There will also be smaller quantities of Jacob's Creek Reserve Cabernet Sauvignon and Riesling, to set alongside the Chardonnay and Shiraz. Both will be available for tasting at the Australia Day Tastings.

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