Rosé d’AnjouLive the magnificent life

With the slogan “Live the magnificent life!”, Rosé d’Anjou ushers in next years new multimedia campaign.

The real challenge however, was that this involves a very specific product, rosé from Anjou, from a very specific region, the Loire. This region is represented by a large group of wine cultivators, each with their own bottle and label.

‘Live magnificent’, the new campaign phrase, was inspired by the region’s baroque and stylish ‘joie de vivre’. A path is being paved towards a target group enjoying a magnificent lifestyle while sipping this wine.

A neck label campaign was launched for Albert Heijn and Gall&Gall, during which people can send in their personal ‘magnificent moment’ and win a magnificent weekend trip.

The logo, a wine glass supporting a slanting crown, reflects the wine’s character. A tad tipsy, pleasant and easy-going. For this campaign, beach parties and the like were organised, using flyers, banners, beach-flags and other appropriate media to promote the wine.