Blue Nun is being relaunched with a new look for the range, together with a new advertising and communication campaign targeting younger female wine drinkers.
A £500,000 marketing spend will include a new advertising campaign themed “What’s Your Favourite Colour”, which will appear in titles like Heat and Cosmopolitan.
Ehrmanns marketing director Keith Lay said: “We found during our research that a lot of younger women were completely uninterested in the complexities of wine – they want simplicity. They do not want to have to learn about grape varieties. They want to enjoy wine without having to think about it too much. Blue Nun’s message is exactly that – enjoy the wines, don’t worry about which grapes are used.”
The marketing programme for Blue Nun will also include some partnerships, including one with adult shop Ann Summers sampling at parties in the lead-up to Christmas. Lay said such partnerships would challenge the conservative image the brand has had in the past.
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