Campo Viejo is welcoming consumers into the modern Spanish way of life, by inviting them to ‘Add Some Pasión’ with its new brand positioning.
The campaign runs until the beginning of April across out-of-home, video-on-demand, social media, in-store activity and electronic customer relationship marketing. No, we’d never heard of that one before either.
The campaign uses silhouettes and shapes to create an artwork that refers to key elements that define Campo Viejo. These include the Sierra de la Demanda, the mountain range landscape where the grapes are cultivated; Bodegas Viejo, the home of Campo Viejo; the water used in the winemaking process; and a barrel-load more.
It highlights the breadth of the Campo Viejo portfolio including its Tempranillo, Reserva, and Gran Reserva SKUs.
Lucy Bearman, Wine Portfolio Director for Pernod Ricard UK, commented: “Pasión is at the heart of Campo Viejo and, as the UK’s best loved rioja, we’re delighted to inspire consumers to live life spontaneously, passionately, and more expressively.
“We’re confident our new media campaign will make consumers passionate about Campo Viejo being their go-to wine.”
