Problematic
Image change: make French wines more accessible for the Dutch consumer
Idea
Ask him/her “In which wine mood” are you today? Adventurous, relax, romantic? There is always a French wine to fit your mood.
Device
Campaign (marketing award winning in 2011)
- Press campaign fitting the reader’s profile/mood
- PR activity in consumers fairs getting the visitor into the right mood
- In store promotion with dedicated mood neck tags