“Be Your Own Character” ads are unlike any other wine region
New York, NY, September 22, 2016 — Côtes du Rhône, one of the most popular French regions in the U.S. market, continues to redefine the way we see wine with a fresh, modern and playful advertising campaign based on the theme of “Be Your Own Character.” Images of vineyards, cellars and châteaux—the visual vocabulary of most wine regions—are nowhere to be seen. Instead, the ads feature three different whimsical animals, each embodying a different character trait. The lion in a tailored suit is bold and strong; the “hipster” fox is savvy and unpretentious; and the pair of chicly-dressed rabbits are mischievous and sassy. The campaign is perfectly suited for an American audience who values individuality and the freedom to express oneself.
“French wines in the U.S. are too often perceived as complicated and intimidating,” says Virginie Charlier, Marketing Director of Côtes du Rhône wines. “This campaign communicates the easygoing, accessible and casual nature of Côtes du Rhône. You don’t have to be a wine expert or a Francophile to love these wines. Just be yourself.” The new ads will launch in Fine Cooking in September 2016 with additional placements in Wine Enthusiast and Wine Spectator in Fall Winter 2016.
This humorous campaign presents Côtes du Rhône as approachable for wine lovers who reject convention and who drink for pleasure. There is a duality to the theme, as the word “character”
can mean the distinct qualities of an individual and roles in a play, movie or novel. Because these characters are represented by animals, they create a sense of drama, while also telling the
viewer to be yourself and choose a Côtes du Rhône that best suits your own character.
“To bring a sense of fashion and art into the mix, our team, a group of visual and creative thinkers with great experience with food and wine, was very atypical for an ad campaign with a copywriter, two art directors and a fashion photographer.” says Didier Zakine, Co-Founder and President of Les Argentins, the ad agency that executed the campaign. “In crafting each animal mask, we created something more metaphoric than using a model or celebrity; we wanted to project what makes Côtes du Rhône unique: its playfulness and approachability.”
The U.S. Market represents more than 13% of all Côtes du Rhône exports according to the latest figures from French Customs. Exports to the U.S. in 2015 totaled 3.3 million gallons or 1.4 million
cases, an increase of +2.3% over 2014, with a +5.7% increase in value from 90.6 million to 95.8 million dollars.
About Côtes du Rhône
Côtes du Rhône simply means “the hillsides of the Rhône” in France. While the wines can come from anywhere in the Rhône Valley, the majority are from the southern region. 80% of Côtes du Rhône and Côtes du Rhône Villages wines are red, along with producing whites and rosés. The reds are primarily made from a blend of fruity Grenache, spicy Mourvèdre and full-bodied Syrah. Côtes du Rhône and Côtes du Rhône Villages are easy-drinking, food-friendly wines that are excellent served with a slight chill.