‘True Character’ forms part of a new marketing campaign for Jacob’s Creek, which will be rolled out throughout 2010.
According to Pernod, the campaign reinforces the brand’s credentials as a 'premium yet unpretentious wine brand and emphases its values as warm, authentic and genuine'.
The ‘True Character’ campaign will feature during prime time TV – and aims to reach 10 million adults.
Mathew Bird, marketing controller for Jacob’s Creek, said: “We have undertaken twelve months of extensive research to understand the values of our target consumer and we think that this campaign will truly engage consumers, helping us to fulfil our goal of adding value to the brand and the Australian category.
“The ‘True Character’ advertising shows a snapshot of real life; a relaxed dinner party that brings friends together whilst giving them the opportunity to sample the nation’s favourite wine. We know that consumers respond well to brands they can trust, and this new campaign aims to connect with our consumers on shared values, putting them and their views at the heart of what Jacob’s Creek stands for.”