Le Piat D'Or: Building the brand leader in the wine market

After its launch in 1979 Le Piat D'Or was positioned third in the take home wine market by Christmas 1983. Brand reviewed due to concerns that this position and growth could not be maintained. 1994-5 TV campaign used 'French' creative strategy. Total take home market volume increased 31% in 1984 and 13% in 1985, outperforming the market leader in both years. Became market leader by the end of 1984 maintaining this position in 1985 and becoming the most widely distributed brand.