Campo Viejo has refreshed its visual design, opting for a more modern and contemporary approach.
The brand has updated elements of its bottle design and packaging to “reflect the more expressive and colourful nature of the Spanish way of life”, and the most notable changes in bottle labelling will be visible across the entire range of red, white, rosé and cava varieties.
The changes will also generate a positive impact on the environment by eliminating elements such as the netting around the Campo Viejo Gran Reserva bottles, which will save 6,330 CO2eq/kg in CO2 emissions. Across the range, bottle labels will change from adhesive labels to recyclable FSC-certified PET paper, and a reduction in the label size and redesign of the graphic elements will use less inks and paper. All Campo Viejo bottles are also made using 68% recycled glass.
Lucy Bearman, Wine Portfolio Director for Pernod Ricard UK, said: “The new visual identity maintains Campo Viejo’s bold colour pallette and modern classic appearance, whilst reflecting the premium quality of the wine. These are subtle, evolutionary enhancements but importantly an opportunity to make more sustainable, packaging choices.”
The packaging refresh coincides with a six week digital media campaign for the brand, running until mid-December to drive brand awareness amongst 80% of ABC1 UK wine drinkers. Campo Viejo will be back on video-on-demand, YouTube and social media with its ‘Decanta La Vida’ campaign, through which the brand wants to inspire consumers to live life intensely, passionately and more expressively.
