New campaign for Jacob's Creek

Jacob’s Creek is challenging consumers’ ideas of taste in the new stage of its True Character campaign, which it predicts will reach more than 10 million shoppers.

The Taste programme includes the launch of an online navigational tool called “wine wizard” to help consumers select wine to suit their individual taste and is supported by neck collars, shelf barkers and car park posters.

The programme is underpinned by the tagline, Because It’s Your Taste That Matters.

To coincide with the campaign Jacob’s Creek is running a consumer promotion with London-based restaurant Dans Le Noir.

Diners will be able to take the Jacob’s Creek Taste Experience, where customers eat and drink in total darkness, allowing them to abandon all their pre-conceptions and re-evaluate the wine.

The promotion lasts for three months from April 1.

“Jacob’s Creek has been recognised by wine critics and received influential awards for its consistent wines that offer true varietal expression and over-deliver on quality at every price point,” said Mathew Bird, head of marketing for Jacob’s Creek.

“While these endorsements will always be important to the brand, we also believe that when it comes to evaluating wine, consumers’ views are equally as important – which serves as the underlying message of our overarching True Character campaign.”