Côtes du Rhône unveils new UK campaign

Inter-Rhône has launched a new UK marketing campaign based around the idea of ‘Everyday Sophistication’, with a dollop of British humour.

The new campaign was designed by London-based creative agency Creature and features three images that take their inspiration from classic French advertising posters.

Each depicts an ‘everyday’ situation and with it a strapline in ‘Franglais’ that emphasises how Côtes du Rhône wines are a perfect match for each.

The campaign is designed to highlight the, “quality and accessibility of the wines, while touching on the modernity and dynamic character of the Rhône.”

Virginie Charlier, marketing director at Inter-Rhône, said: “With this campaign, we wanted to present a fresh and dynamic positioning for the UK market. The new approach celebrates the quality of our wines regardless of their colour, but also their accessibility.

“We produce great wines which are ideal to share and enjoy in everyday situations. We also used one of Britain’s most famous traits, wit and self-deprecation to enable us to further connect emotionally with British consumers.”

The campaign will run from June 2017 in both consumer and trade titles and as advertising on the London Underground.