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