Gallo Family Vineyards has partnered with Heidi Range, singer in The Sugababes, to launch its new chilled red wine, Summer Red. As part of an integrated marketing campaign to raise awareness of the new wine, Heidi has turned her blonde hair red.
The red-themed photo-shoot sees Heidi showing off her new hair colour as part of a communications campaign running through the summer encompassing PR, advertising, interactive brand experiences and sampling.
Summer Red is a medium to light bodied wine with a lower alcohol content of 10.5%, and is the first red wine from a mainstream wine company intended to be consumed chilled. It has an RRP of £6.99 and one if its first listings was with Booker.
Olga Senkina, senior marketing manager, Gallo Family Vineyards, commented: “Created to be enjoyed chilled, this new fruity and refreshing wine has a taste profile that is accessible to non-red wine drinkers, and is the perfect vehicle for bringing new consumers to the red wine category.
“We are delighted with Heidi’s involvement in the Summer Red campaign as she resonates with our key audience.”