Krug unveils print ad by M&C Saatchi

M&C Saatchi has created a print campaign for Krug Champagne that aims to assert the product's superiority over its big-name rivals. The new print execution will run in the UK, US, Italy and Japan from September in upmarket titles such as Vogue, Harpers & Queen and Conde Nast Traveller. The creative depicts the shattered remnants of a Champagne flute. The strapline, which reads "no Krug, no thanks", makes it clear the glass has been smashed in anger.

The campaign, which was written by Tom Drew and art directed by Adam Mandelstam, aims to single Krug out as a quality brand for the refined palate, not a flashy brand for the extravagant.

The campaign's media strategy was planned and bought by Carat.

The UK's booming Champagne market is worth £900 million, according to Mintel - a figure that is expected to rise significantly over the next few years.

This growth has been partly attributed to the drink's association with sports and pop stars and the increase in the number of bars specialising in cocktails and wines.

However, famous Champagne brands, such as Moet et Chandon and Dom Perignon, are coming under increasing pressure from own-label varieties produced by retailers such as Tesco, Sainsbury's and Marks & Spencer.

Although competition between brands is fierce, little is actually spent on Champagne advertising. For the 12-month period ending in June this year, the total media spend for the product was only £836,000.