Springer & Jacoby International has unveiled its first national branding campaign for the wine merchant website madaboutwine.com.
The press campaign for the on- and offline wine merchant intends to convey the overriding passion of wine lovers for their tipple and will be supported by price-related product advertising in the run up to the Christmas sales.
The campaign comprises three executions. One ad shows a flatplan for a house, with a small bedroom giving way to a disproportionately large wine cellar.
Another shows a Swiss Army pen knife that rejects the knife's more traditional survival tools in favour of four cork screws. The third shows an attempt to squeeze the final drop of wine out of a cork using a fruit juicer.
Madaboutwine.com, which launched online in February this year, was founded by the wine enthusiast Mark Bedini. He had originally been involved with Amivin.com, the online site for wine connoisseurs, but he launched the madaboutwine brand to target a wider audience.
Patricia Rubio, the marketing director at madaboutwine, said: 'The campaign will really drive our brand awareness in the important sales period leading up to Christmas.'
Till Polhmann, the account director at Springer & Jacoby International, added: 'The brand's proposition is in the name madaboutwine. The campaign reflects madaboutwine's unstuffy, fresh and passionate image.'
The campaign was written and art directed by Johannes Hofmann and Stein Lundberg. Media planning and buying is through CIA.