Jacob’s Creek unveils its Taste campaign

The next stage in Pernod Ricard UK's True Character campaign will see the launch of a ‘taste’ programme for its Jacob’s Creek wine brand.

The campaign will include an online navigational taste tool, on-pack activity and a consumer promotion - all designed to challenge consumer perceptions of ‘taste’.

The online navigational tool (‘wine wizard’) guides consumer choice by identifying a bottle of wine to suit their individual taste preferences on completion of a quick and easy taste test.

This is supported in the retail environment through on-pack neck collars, shelf barkers and car park posters, as well as exposure in retailer publications.

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 promotion starts on April 1 and will run for three months.

March 2010