Blue Nun attempts image update with Spirit appointment

The owners of Blue Nun, the infamously naff wine, have appointed Spirit to breathe new life into the brand with a pan-European advertising campaign.

The owners of Blue Nun, the infamously naff wine, have appointed

Spirit to breathe new life into the brand with a pan-European

advertising campaign.



The agency aims to create a contemporary image for the 60-year-old

brand, which has suffered from a downmarket image since its heyday in

the 70s.



Spirit will also be responsible for launching variants onto the market,

including a red version, Blue Nun Merlot. Other variants, including a

Chardonnay, are thought to be in the pipeline in a bid to attract new

consumers.



The campaign will begin next year with press and posters and may extend

to other media. It will run in key markets such as the US, UK, Canada,

Japan and China.



Blue Nun, the world’s largest single wine brand, has had several owners

and re-vamps. Its German parent, Sichel, slashed its advertising spend

during the early 90s in the face of a depressed wine market. It later

made a U-turn on its decision to run only local PR and promotional

activity by appointing Cowing Balmforth Trendall to run a national TV

campaign in 1993. This positioned it as a refreshing summer drink.



The brand was acquired the following year by IDV which managed to steady

a 30 per cent decline in sales year on year. However, after just one

year IDV sold the brand to the Ehrmanns Group, which also attempted a

relaunch.



It is now owned by Langguth Sichel GmbH. Armin Wagner, the company’s

marketing director, said: ’The Blue Nun brand has proved its potential

over the past year with steady growth in sales and distribution in 86

countries.



’With the relaunch, we want to exploit Blue Nun’s full potential, build

a long proposition capable of introducing a range of wines that suits

today’s consumers.’



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