Le Piat d'Or: Sustaining a Premium Wine Brand

Launched in 1979, by Christmas 1983 Le Piat d'Or had become third in the take-home wine market and by 1985, due to the 'French' campaign, it was market leader. Objective: to guard against brand decay setting in it was deemed necessary to adjust the ad strategy to promote the aspirational qualities and authenticity of the brand. This would counteract growing familiarity and enhance brand brand freshness. Media: press (message was to confirm the brand heritage) while a new TV campaign emphasised brand's authenticity and 'Frenchness'. Evaluation: at time of writing, sales are recovering.