Campaign Media Awards 2013: Best Alcoholic Drinks Campaign

Campaign Media Awards 2013: Best Alcoholic Drinks Campaign

Laithwaite's Wine

Enjoying a glass of wine while listening to classical music is a lot of people's idea of bliss. With Ofcom's product-placement rules relaxed, Global Radio's Classic FM team worked on exploiting this natural link for Laithwaite's Wine and embarking on its first-ever brand advertising in the process.

The result was Tasting Notes, a series presented by the actor and wine buff Simon Callow that combined music from a specific country with stories about local wine. To support the programmes, listeners could buy wine "show cases" to discover if the music complemented their drinking experiences.

Twenty-eight per cent of listeners said the activity had made them feel more positive about the brand, while those claiming to have bought wine from Laithwaite’s jumped 15 per cent.

Topics