UK: Pernod Ricard to push Campo Viejo in print
The company said yesterday (19 September) that it plans to invest GBP1.5m (US$3m) in an effort to give Campo Viejo "a high profile presence in the colour supplements of the national press and consumer magazines such as Grazia, Time Out and OK!".
The spend follows last year's campaign for the Rioja brand and will continue to feature the 'Picasso-esque' figure Pablo, following a similar advertising style.
Pernod Ricard's wine development director, Adrian Atkinson said: "With seven wines now in the portfolio, the advertising campaign is aimed at encouraging consumers to reappraise Rioja and give Campo Viejo a try, as it's a long way from the heavier wine style which people sometimes associate with the region."
In July, Pernod introduced a new premium addition, Dominio de Campo Viejo Reserva 2001, made from Tempranillo grapes, to its Campo Viejo wine brand to the UK.
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