GEE, JEFFERY CREATES CAMPAIGN FOR SOLA NERO
By Adnews Staff
Toronto-based Gee, Jeffery & Partners of Toronto has created a new campaign for Mississauga-based Atlas Wine Merchant's Sola Nero wine. The campaign promotes Sola Nero as a wine that "goes well with people." It is aimed at a customer described by the agency as a "low-involvement" wine drinker. The campaign seeks to counter the idea that one needs to be knowledgeable to appreciate wine. A 30-second animated television spot will run on specialty networks until the end of the year. The same animated creative is used in the campaign's print ads in the magazines Inside Entertainment and Food & Drink. Atlas Wine has also teamed up with Inside Entertainment for an online contest component at <http://www.canada.com>. "There is a lot of intimidation for the younger target group in the wine purchase process," said the agency's Alan Gee. "Both the message and the style of the advertising makes Sola Nero approachable, fun yet sophisticated."