Piat d'Or hires Craik Jones for relationship marketing

LONDON - Craik Jones Watson Mitchell Voelkel has strengthened its relationship with Diageo by winning the brief to handle the wine brand Piat d'Or's first customer relationship marketing activity.

Craik Jones pitched against its fellow Diageo roster shop Agency Republic to secure the brief. Both agencies are Omnicom subsidiaries.

The agency's first task will be to build a consumer website for the brand. The site will be used to collect data to leverage the ensuing relationship marketing programme.

The account covers all nine variants in the range. The portfolio includes the 25-year-old Piat d'Or, which regularly advertised on TV in the 80s with the strapline: "Les Francais adore Le Piat d'Or." This campaign last ran 17 years ago.

The range also includes a newer brand, named Piat, which was launched in 2002 in both Chardonnay and Merlot Syrah varieties, and a sparkling wine that was launched in the summer.

The Craik Jones managing director, Fiona Scott, said: "We are really pleased to have been appointed to undertake the relationship marketing for Piat d'Or. It is a great brand and we will have the opportunity to develop some really innovative strategic and creative solutions for it in an online environment.

"We will be using online media not only to drive sales but also to deepen the relationships between the Piat d'Or brands and their consumers."

The most recent high-profile advertising for the brand was a poster campaign that was created by Miles Calcraft Briginshaw Duffy and ran two years ago.

However, since then, Piat d'Or, which was repackaged as a brand in 2001, has focused on more PR-led and experiential marketing activity and food-and-drink exhibitions.

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