Paul Masson California Carafes: They're really jolly good

Campaign for Paul Masson California Carafes. Objective: to reassure the less experienced drinker, without patronising but also to reinforce its credibility as a 'legitimate' brand to the more experienced drinker. Campaign featured Ian Carmichael. Evaluation: increased brand share whilst other brands were in decline, consistent sales increase. Successfully established the brand to a wider audience and broadened its usage occasions.