Euro RSCG Sydney launches global ‘True Character’ commercial for Jacob’s Creek

It is part of a new multi-media campaign Always Stay True which will launch globally in November 2011.

Evolving from the existing ‘Jacob’s Creek True Character’ platform, the new campaign delivers a specific message about the importance of always staying true to yourself.

“We’ve always stayed true to our heritage, our values and our passion for making great tasting quality wines,” says Jo Adamo, global marketing director of Jacob’sCreek. “Through this campaign we want to celebrate people who share our belief in staying true.”

The TVC celebrates people who always stay true: through being genuine, knowing what’s important to them, living life to the full and following their passions.

The campaign also includes print advertising and point of sale, and will evolve over the coming months to include digital and social media executions to drive deeper consumer engagement, such as ‘The True Character Series’ in which consumers are invited to submit stories of real people who always stay true.

Says Adamo: “We are excited by this new phase of our True Character platform for Jacob’s Creek. The new campaign aims to encourage re-appraisal of the Jacob’s Creek brand and increase awareness of our premium range – Jacob’s Creek Reserve.”

The new marketing campaign is being launched a month after Jacob’s Creek was ranked third in the World’s Most Admired Wine Brand poll by Drinks International magazine.

Key market activations include:

– Pernod Ricard Australia, who will air the new 30 second TVC in January throughout the Australian Open, of which Jacob’s Creek is an Associate sponsor.