If you’re in France this summer, then listen out for the new Pineau des Charentes promotion being aired on the radio. To music created by Michael W. Smith, a series of advertisements has been created that sing the praises of pineau as an aperitif.
The Paris based advertising agency, Quai des Orfèvre, was awarded the 800,000 euro contract, and the commercials are being released today, 17 June, on six national radio stations. They will mainly run during the summer months, but also in November and December.
Two large posters are to be erected in La Rochelle this summer. These will represent the differing flavours of pineau, using dancing as the main theme.
Included in the campaign is a move to strongly advertise the product in Belgium and Canada. There is also a rumour that the Comité du pineau is considering using social media to interact with its consumers. Facebook perhaps? It’s not yet clear, but the committee promises to reveal all later on in the year.