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NZ: Invivo wine campaign to sidestep "gobbledygook"

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New Zealand wine producer Invivo has launched a domestic ad campaign that it claims will cut through “winespeak gobbledygook”.

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The billboard, Facebook and radio ads make fun of potentially confusing phrases and words associated with wine reviews, such as “complex oak nose” and “rose petal bouquet”. Invivo head Tim Lightbourne said the push tries to combat concerns that wine is failing to communicate with consumers, especially younger people.

He said: (There have been) comments in media regarding millennials not caring about the pretentiousness of a wine, wanting something that is authentic and speaks to them. Hopefully this fun campaign goes a little way to addressing that.”

The campaign rolls out in New Zealand next month and in Invivo's overseas markets, including the UK, Australia, Japan and Canada next year.

Invivo first entered the Canadian market last year.


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