Spots for Clos du Bois Stand Out

Advertiser: Allied Domecq

Agency: Zuckerman Fernandes & Partners, San Francisco

Challenge: Broaden awareness of premium wine brand, Clos du Bois.

The Ad: Print ads show a bottle of wine against a white background, with copy that pokes fun at the California winery’s unfamiliar French name. “Clo Dew Bwah, See Voo Play,” one ad proclaims. “No matter how you pronounce it, Clos Du Bois is a name to remember.” Another ad says, “Clo De Bwah, Say Magna Feek.” Each ad points out that the “award-winning wine” is from California’s Sonoma County, not France.

Comment: The ads stand out in a category where ads attempt to capture a mood. The advertising agency said that approach was successful in tests conducted in Miami and San Francisco, where awareness of the brand, the second-best-selling super-premium wine, rose by 50%. Many wines boast about winning awards. It would be useful for Allied Domecq to be more specific. $$