To coincide with the debut of Beaujolais Nouveau 2000, French winemaker Les Vins Georges Duboeuf recently launched its first TV spot in the New York metropolitan area.
Titled “Bad Dream,” the commercial uses humor and a surreal dream sequence—which focuses on the colorful and distinctive Duboeuf label—to enhance brand awareness. In the spot, a man’s nightmare features mask-wearing young people who try to take away his vino.
“We wanted to reach a younger urban demographic, consumers in the 25-35 range,” said Richard Long, president and creative director of Long Advertising in New York. “Since the product is only out three months a year, our strategy was to convey the feeling of limited availability. You have only a short time to buy the wine.”
The ad, which began airing last month, is receiving heavy airplay on cable networks, such as A&E and VH1. It will continue to run throughout the holiday season.
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