Lexis Public Relations has been hired by Guinness UDV's wine
division to spearhead the relaunch of its French wine brand Piat
The division, Percy Fox & Co, approached the agency on the back of its
previous work for the sister brand Guinness. The agency was appointed
following a pitch against two other firms.
The account is headed by Lexis director Fiona Reeve, who reports to Piat
d'or marketing manager Emma Chamberlain.
Lexis will undertake a news generation campaign for the brand, looking
to increase public awareness of the wine before the conclusion of the
relaunch project in December.
Reeve described the current status of the brand as 'very mainstream',
adding: 'It's not really a wine for connoisseurs. It's very mass market
and very popular.'
The Piat d'or line consists of four individual wines: a medium white, a
chardonnay, a rose, and a red. The brand remains the top-selling French
wine range in the UK, but a rise in competition has seen it flop to 11th
most popular wine brand overall (from first in 1991) with a consumer
base of 3.7 million drinkers.
In spite of the product's relative success, Percy Fox & Co has ordered
both a packaging redesign and the reformulation of the drink itself, in
an effort to 'encourage consumers to re-evaluate Piat d'or'.
In addition to the Piat d'or account, Lexis is to take on the Percy Fox
& Co's Blossom Hill Californian wine. The account is scheduled to begin
at the turn of the year, working to a budget of pounds 200,000.
Last week, Lexis won the consumer PR gong at the IPR Excellence Awards
(PRWeek, 22 June). The 'Snug as a Bug' campaign on behalf of Powergen
saw the agency fend off 70 other agencies in contention.