TITLE

Domain Chandon looks beyond the celebrations

AUTHOR(S)
Cuneo, Alice Z.
PUB. DATE
July 1999
SOURCE
Advertising Age;7/19/1999, Vol. 70 Issue 30, p9
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
This article reports on the launch of an advertising campaign for California winemaker Domain Chandon, under D'Arcy Masius Benton & Bowles, in the U.S. in August 1999. The effort, breaking in print in the fall and moving into outdoor and later television, is targeted at 35- to 55-year olds. In creating the work, D'Arcy Masius asked focus groups, each with about six consumers who consented to be hypnotized, to detail their experience and feelings about the first time they drank champagne or other sparkling wines. Initial print advertisements feature the label, wrapped around a couple, and short, poem-like phrases. A second execution shows a husband and wife who know the soul has a twin, while a third shows three girlfriends who realize time cannot separate friends. Spending is expected to reach $4 million in 1999 and up to $7 million in 2000.
ACCESSION #
2051441

 

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