ATLANTA Gkv Communications plans to release its first work for Oranjerivier Wine Cellars next month to introduce a new wine from the South African vintner to the U.S. market, the shop said.
The independent Baltimore agency won the account in June after a nationwide review. Gkv will provide all creative work and media planning and buying duties for the client. There was no incumbent.
The work includes print, radio and outdoor advertising for the company's River's Tale brand and will launch Sept. 15, when the wine becomes available in U.S. stores. Beginning in the mid-Atlantic region, the campaign is scheduled to expand nationally next summer.
The ads will emphasize that wine can be consumed as a common beverage and not reserved for parties or other special occasions, the agency said.
"The entire category is ripe for an attitude adjustment," said Andy Dumaine, the shop's chief marketing officer. "River's Tale intends to change the way Americans think and drink wine."
Oranjerivier owns vineyards that stretch across 150 miles of the Northern Cape region of South Africa and claims to be second only to California-based E&J Gallo Winery in the amount of wine it produces annually. River's Tale is intended to compete in the category of wines that sell for between $7 and $10 a bottle.
"I may be the first person in the U.S. to have tasted their wine, and I can't wait for the first case to arrive on these shores," Dumaine said.