Cotes du Rhone Wines – First U.S. Advertising Campaign Ranks Top Among Male Consumers

April 8, 2010

NEW YORK, April 8 /PRNewswire/ — Inter-Rhone is proud to announce that its first U.S. consumer advertising campaign has been recognized by MRI Starch as the most compelling advertising campaign within the wine category among young male consumers. MRI Starch, recognized as the leading U.S. source of market intelligence regarding the effectiveness of print advertising, considered over 16,000 one and two page consumer magazine advertisements and selected the top contenders within eleven major lifestyle product categories.

(Logo: http://www.newscom.com/cgi-bin/prnh/20090914/NY75108LOGO )

The “Cotes du Rhone: Always Right” campaign was launched in the U.S. in September 2009 across a broad range of media outlets including consumer print and out-of-home media. The recognized advertisement, which features Cotes du Rhone’s Vacqueyras appellation, was designed to appeal to a young male demographic. Taking a lifestyle approach to the creative, clever messaging lets readers know that whatever the occasion, whether casual or formal, Cotes du Rhone is always the right choice. MRI results showed that 84 percent of readers polled were captivated by the advertisement, registering keen recognition of the artwork and its message. The “winning” installment, along with additional adaptations of the “Always Right campaign”, will continue to run throughout 2010 to further enrich the saga.

Conceived in partnership with ArnoldNYC and with support from Woodway Marketing, the advertisement was developed with the goal of increasing spontaneous awareness of Cotes du Rhone wines within the U.S. marketplace. “We are thrilled that what we set out to accomplish was in fact achieved. Awareness of Cotes du Rhone in the US marketplace has grown significantly and in turn elevated the brand among discerning consumers,” said Oriane Beloud, Exports Marketing Manager.

The Cotes du Rhone “Always Right” message was additionally supported through combined efforts from Cotes du Rhone suppliers, as well as a large network of importers, distributors, retailers and restaurants/bars as a means to better serve and further overall awareness of the brand.

About Cotes du Rhone

Cotes du Rhone is the second largest Appellation d’Origine Controlee (A.O.C.) in France with over 6,000 wine grape growers. Located along the Rhone River between Lyon and Avignon, Cotes du Rhone wines are widely available in the U.S. and offer diversity and value. A fruit forward and spicy taste profile that pairs well with meals is indicative of Cotes du Rhone wines. www.rhone-wines.com.

About MRI Starch

MRI Starch has long been recognized as the most trusted source of market intelligence about print advertising effectiveness. For more than 85 years, Starch has set the standard for research designed to measure the impact of and reader involvement with print advertisements.

    Oriane Beloud, Inter-Rhone
    tel: 00 33 4 90 27 24 00

    Kendall Griffin, HL Group
    212.529.5533, ext. 249

SOURCE Inter-Rhone

Source: newswire

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