M&C Saatchi to rejuvenate the image of Bulgarian wine

Bulgaria’s largest wine producer, Domaine Boyar, is to update its image with a pounds 2 million TV campaign through M&C Saatchi this autumn.

Bulgaria’s largest wine producer, Domaine Boyar, is to update its

image with a pounds 2 million TV campaign through M&C Saatchi this

autumn.



The campaign, thought to be the most expensive marketing push in the UK

by a wine producer since Le Piat d’Or in the 80s, aims to dispel the

notion that Bulgarian wine is cheap and nasty by projecting the brand as

a quality alternative to New World wines.



The 30-second film explains that Domaine Boyar uses a combination of Old

World grapes and New World wine-making techniques.



It shows a Bulgarian wine grower taking lunch in his vineyard and

finding himself lifted up by a giant corkscrew, which penetrates right

through the globe to emerge in Australia. The idea is reinforced with

the endline: ’Domaine Boyar - the perfect fusion of old and new.’



The winery claims that the range of three ’fusion’ wines will appeal to

consumers who might normally drink established brands such as Penfold’s

and E&J Gallo. The latter was the largest advertiser in the sector last

year with a pounds 1.3 million spend.



M&C Saatchi’s chief executive, Moray Maclennan, said: ’It’s important

not to build a wine on pure image alone, which is why the creative idea

is based on a truth about the product. We’re creating a new product

category in the market around the concept of fusion.’



The film was previewed at this week’s London International Wine Fair and

will break across terrestrial and satellite TV in September.



The ad was written and art directed by Richard Deane and directed by

Steve Lowe through BFCS. Media was planned and bought by RCL

Communications.