Spotlight: Wine Industry Plans Generic, ‘Humorous’ Ads

Got wine? The wine industry hopes you do, and to stir up demand for its products, it plans a campaign of generic advertising, much as the dairy industry does with milk and cheese. The ads are being developed by Bozell Worldwide, the agency that dreamed up the “milk mustache” ads featuring athletes and other celebrities. “We’re taking a humorous approach to attract infrequent wine drinkers,” said John Gillespie, president of the Larkspur-based Wine Market Council, which is behind the campaign.