Bordeaux's regional wine body, the Conseil Interprofessionnel du Vins de Bordeaux, has appointed M&C Saatchi GAD as its publicity agency.
The agency's brief is to promote the wines of Bordeaux in six countries: France, Belgium, the UK, Germany, the US and Japan with a playful publicity campaign.
"Our objective is to make Bordeaux more relaxed, to talk to non-specialists with humour," said Rolland Feredj, CIVB director. Feredj said they might play on the use of varietal names - as preferred in the UK - chateau names, or Bordeaux brand names.
The budget for the new campaign will stand at EUR7m (US$8.5m) for the first year, he added.
M&C Saatchi GAD is based in Paris and was chosen over three other agencies: TBWA, Ogilvy, and DASSAS. Its clients include Pernod Ricard.