Wine industry turns to 'Got milk?' PR firm to tempt casual drinkers

SAN FRANCISCO: BSMG World-wide's Chicago office, which was behind the dairy industry's famous 'Got milk?' campaign, has won a piece of business that will see it turn its attention to a more adult beverage.

SAN FRANCISCO: BSMG World-wide's Chicago office, which was behind the dairy industry's famous 'Got milk?' campaign, has won a piece of business that will see it turn its attention to a more adult beverage.

SAN FRANCISCO: BSMG World-wide's Chicago office, which was behind the dairy industry's famous 'Got milk?' campaign, has won a piece of business that will see it turn its attention to a more adult beverage.

The Wine Market Council (WMC) has handed its estimated dollars 500,000 PR business to BSMG Worldwide, completing a competitive review that included Edelman and Porter Novelli.

San Francisco-based WMC, a non-profit trade organization representing the US wine industry, launched its search early last fall after ending its relationship with Los Angeles-based Rogers & Associates.

The WMC's president, John Gillespie, explained: 'Rogers did a great job for us up but we wanted a bigger agency with more commodities marketing experience and strong contacts in the food and wine industry.' Only East Coast-based firms were invited to pitch.

In the same week, the agency was appointed by St. Francis Vineyards and Winery in one of California's premium wine-producing regions, So-noma County. BSMG will stage national media and trade awareness events for all St. Francis lines as well as launching a consumer loyalty program targeting business executives and baby boom wine consumers. All trade and consumer media relations will also be undertaken by the agency.

BSMG's Chicago office has an established reputation in the commodities arena, working with such clients as the dairy industry and the US pork producers.

BSMG officially kicked off its work with the WMC this week with the launch of a consumer-oriented new Web site called wineanswers.com. However, the organization has much broader communications goals. Specifically, the group, whose members include major wine producers and distributors, seeks to increase wine consumption among the 15% of American citizens who currently drink it less than once a week. According to the WMC, it's the other 10% of wine drinkers who account for nearly 86% of the total market.

WMC will also be targeting this key 15% with an ad campaign that is still in development by BSMG sister firm, Bozell Advertising, and with a soon-to-be-launched Web campaign from Bozell/Kamstra.



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