Mondavi: the wine, the firm, and the face

Article Abstract:

Robert Mondavi Corp.'s small $2 million ad campaign will feature the image of the California winery's founder along with other wine connoisseurs, such as Francis Ford Coppola and Alice Waters. Instead of featuring the always ubiquitous wine bottle, the ads try to lure consumers away from being flavor-oriented to brand-oriented. Dailey & Associates, who created the campaign, are not aiming for a narrow demographic; they want to entice the infrequent wine drinker.

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Martell aims for the sultry side of spirit

Article Abstract:

Seagram is launching it's "I am Martell" campaign to compete with Hennessy and Remy Martin and a hopeful leg up from the third most popular cognac. TBWA Worldwide has created the sexy ads and Web site featuring voyeuristic enticements. Martell's sales fell 5% last year though all cognac sales were up by 2%. Advertising Women of New York's co-chairman Cindy Gallop feels the ad's fictional character may be up for next years "The Good, the Bad, & the Ugly" awards.

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Robert Mondavi makes big splash with television ads

Article Abstract:

Wine-maker Robert Mondavi Corp. is set to launch a $10 million series of TV ads from October through December. Mondavi's agency, Dailey & Associates developed the spots, which tested successfully in four markets.

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