Rosé d’Anjou - Interloire, Loire Valley wines board (France)
Rebuild the unfashionable (difficult) image of Rosé d’Anjou wines and stimulate sales
Inspired by the grandeur and the romantic image of the Loire valley, we adopted “Live the magnificent life!” as the theme and turned the sweet rosé d’Anjou into a King with a tilted crown and a flight of our imagination. Over the past six years, our self-proclaimed Rosé d’Anjou King has taken part in many royal celebrations and turned them all into exciting French happenings. Witness the opening of the beach season in Scheveningen with DJ Maestro, Queen’s Day on Museumplein, Out TV Marie-Antoinette boat during Gay Pride weekend, various fancy-dress parties at Woodstock69 (Dandy, French Revolution, Roaring twenties), Loveland festival, and the list goes on.
These PR stunts were always connected with retail and on-trade sales promotions, involving partners like Otazu jewelry and Woodstock69. The whole approach has proved a huge success with the young Dutch audience and export figures have increased six fold in the last decade!
Wild Pig Wines
Astrid & Thérèse
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