Wedgwood aims for younger market

The fine china brand Wedgwood is to be repositioned to appeal to a younger market through a new press campaign by Vallance Carruthers Coleman Priest.

The executions emphasise the brand's Britishness, while giving it a more modern and everyday appeal.

The first version, entitled "egg and soldiers", which breaks this week, depicts a soft-boiled egg on top of a white bone-china oil-drizzler. Two bread "soldiers" lie at the base of the drizzler.

The execution is the first in a series of up to six. Additional versions will break across a range of titles over the coming months and will run until spring 2004.

It is the first work for the brand to emerge from VCCP since the agency won the £2 million business in the spring following a shootout against Bartle Bogle Hegarty, Leagas Delaney and Mustoes.

The china brand had been without a creative agency for four years.

The creative team for "egg and soldiers" was Rooney Carruthers and John Peacock. Photography was by Jerry Oke. Media planning and buying is through Media Planning Group.

The campaign will appear in a number of home and style and consumer magazine titles including House & Gardens, Ideal Home, Vogue, Glamour, Marie Claire and Men's Health.

The executions will also appear in OK!, Hello!, ES magazine and The Sunday Telegraph magazine.

Laura Leather, the marketing director for Wedgwood, said: "We're aiming to increase Wedgwood's relevance and appeal to younger, more design-conscious consumers. We've worked closely with VCCP to create a range of contemporary images each with a subtle twist that reinforces our distinctly English credentials."

Wedgwood is part of Waterford Wedgwood, which has seen its profits and sales double in the past five years.