Client: Campo Viejo
Brand: Campo Viejo
Project: Campo Viejo Pablo Campaign,
Media: Press
Campo Viejo Pablo Campaign,

DESCRIPTION

Brief

Recruit people who don't drink Rioja regularly because they perceive it as too heavy or old fashioned
Solution
Extol the 'easy drinking' character of Campo Viejo
Project a lively and unconventional personality (in opposition to wine category conventions)

On a media budget of £250k, the results were impressive. Campo Viejo enjoyed 19% value growth year on year, vs. the overall category growth of just 8%