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Should Wine Have Three “S’s” or Three “G’s”?

March 7, 2011

Just when I thought it wasn’t possible to have another wine commercial released so soon, Moët & Chandon introduce their latest campaign, starring Scarlett Johansson as their new celebrity ambassador. The video below isn’t so much a traditional, storytelling TV commercial as it is a compilation of their photoshoot and planned print ad campaign.

Moët & Chandon’s campaign theme is “glamour, grandeur and generosity.” You can read more about the photoshoot itself and the Paris-based creative agency plans here (which also shows the YouTube video).

My two cents: They’re obviously not going for the beer crowd, humor, or anyone else who’s never had sparkling wine before. In the U.S., there has been much discussion in the sparking line segment of the wine industry and amongst those that provide its marketing and advertising: How can we best reach a broader market — those that still believe sparkling wine is only for personal celebrations, christening boats and New Year’s?

This campaign from France decidedly has no interest in reaching that new market in the U.S.

While we may be used to the tenets of Sniff, Swirl and Sip in the wine biz, there is room to include Moët & Chandon’s Glamour, Grandeur and Generosity. They’re not after the beer crowd because it’s not their price point!

Perhaps eventually…  if we work a little harder, we’ll eventually be able to make use of more of the alphabet in wine marketing.

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