Jacob’s Creek unveils its new Taste campaign

The 'True Character' platform was launched in late 2009 with a high impact advertising campaign designed to communicate the brand's values and demonstrate how these are aligned with our target consumers' values.

'Taste' introduces tangible elements to the campaign that allow consumers to experience and engage with the quality of Jacob's Creek by placing taste central to the enjoyment of wine.

"True Character has been born out of the fact that for over 150 years we have stayed true to our passion for making premium quality wines with real character," said Mathew Bird, Head of Marketing for Jacob's Creek.

"This has included always having a strong sense of who we are and what we stand for – no matter what the wine category fashion of the day."

'Taste', which reflects the brand's outlook on life to remain true to itself and deliver exceptional quality to consumers, includes the launch of an online navigational tool ('wine wizard') that has been developed to guide consumer choice by identifying a bottle of wine to suit their individual taste preferences on completion of a simple taste test that requires little time investment on their part.

The launch of the tool is supported by multiple retail touch points including on-pack neck collars, retailer magazines and online sites, shelf barkers and car park posters, and will reach over 10 million shoppers.

Consumers are encouraged to visit www.jacobscreek.com/taste to use the 'wine wizard', as well as share their feedback on the Jacob's Creek range. The programme is underpinned by the tagline, 'Because It's Your Taste That Matters'.

In conjunction, Jacob's Creek is launching a consumer promotion with London-based restaurant, Dans Le Noir, where diners will be able to take the 'Jacob's Creek Taste Experience'.

Dans Le Noir offers a unique dining experience where customers eat in total darkness, allowing them to completely re-evaluate the notion of taste.

By tasting wine in the dark, consumers will be able to abandon all their pre-conceptions about colour or grape variety, and enjoy the wine based purely on their own personal taste.

The promotion will involve consumers ranking a flight of wines in order of perceived taste preference before re-ranking the wines having tasted them in the darkened conditions and comparing the results. The consumer promotion starts on April 1st 2010 and will run for three months.

Source: Pernod Ricard

Comments (7)

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Maurice Hughes said:

	... My wife thinks the shiraz is the best Aussie red and I enjoy the chardonnay every dinner time
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July 10, 2010
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Stoker121 said:

	... We have been drinking Jacobs Creek since the 1970s, Shiraz has a wonderful full body, and the Chardonnay is wonderful, A1 we recommend both.
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July 07, 2010
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Mrs L.A. Riding said:

	... I find Jacobscreek wines are really good,value wise and also the whites are as refreshing as the the reds are full and favoursome.
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July 03, 2010
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Barbara Hartley said:

	... As a fussy wine-drinker I have to say that all the Jacob's Creek wine's are the tops. Tried the rest but they're the best. Love the Semillion Chardonnay and the Rose...... what can I say.....DELICIOUS !
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June 10, 2010
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cookie06 said:

	... I have to agree with jackie the granache shiraz is fab and i think at last ive found my favourite wine! Please can more stores stock it as i can only seem to find it at my co-op,keeping treading the grapes.
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March 31, 2010
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telboyman said:

	... After having just returned from Malta & suffering their expensive 'plonk', I found a last bottle of Jacobs Creek in the wine rack. It restored my faith in wine - many thanks. So I bought some more today!
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March 31, 2010
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jackie simister said:

	... I love Jacobs Creek Granache Shiraz,2008.Im currently drinking a 2009 which has a slighlty different taste although equally enjoyable.I have sampled many other red wines and i always return to Jacobs Granache Shiraz!!Only wish all stores stocked it !!Thanks J x MANCHESTER X
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March 29, 2010
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