Bordeaux winemakers are staging a counter-attack against the
invasion of the UK market by New World rivals, with new advertising
promoting their products’ ability to create the right mood.
In one raunchy execution a girl clad in red lingerie bends to kiss her
bare-chested lover. In another, two childhood girlfriends reminisce over
a glass of wine in a garden.
The work is the first to be produced by Mitchell Patterson Grime
Mitchell since the agency picked up the account in May.
It marks a significant departure from the previous advertising for
Bordeaux wines, which featured simply a wine glass and a bow tie.
The new offensive, under the theme ’let the mood take you to Bordeaux’
and supported by a pounds 1.5 million budget in the run-up to Christmas,
will appear in 20 consumer magazines and on 48-sheet poster sites
Media planning is through Carat Manchester.
The copywriter, Fabrice Ward, and the art director, Monty Verdi,
produced the ads, which will tie in with PR and promotional
Their appearance is part of an attempt to stem the inroads being made on
the UK market by producers from Australasia and the Americas, who
recorded a compound annual growth rate of 13.7 per cent between 1996 and
Andrew Mitchell, the Mitchell Patterson managing partner, said:
’Bordeaux wines have been treading water recently and a re-presentation
now is well timed.’