Churchill’s launches « Celebrate New Traditions » campaign
Churchill’s launches a new international campaign that Celebrates New Traditions associated with Port Wine
Churchill’s Port house launches its new campaign « Celebrate New Traditions » showing how new traditions are created in a modern world. In line with Churchill’s brand new positioning Rethink Port Wine, the campaign gives a more fresh and fun image to Port wine to shake up consumers’ old-fashioned perception of this traditional drink. This campaign introduces three moments of people of all age drinking Port wine in their every day life.
To appeal to a young-minded and bold consumer, Churchill’s creative consulting agency The Asteroid chose an elevated fashion look and feel for the images and worked with photographer Ricardo Lamego and art director Ana Trancoso, who produce campaigns for big fashion magazines such as Vogue.
The Celebrate New Traditions campaign is another step on Churchill’s journey to challenge consumers to rethink moments and traditions connected with Port wine.
A few words about Churchill’s…
In a sector surrounded by old players, established for many centuries, Churchill’s is one of the youngest. It was founded in 1981 by John Graham In its 35 years of existence Churchill’s has distinguished itself by its exclusive wines with their unique identity wanted by the founder.
Buying Quinta da Gricha in 1999 was an important and fundamental step for bringing Churchill’s into the production of Douro wines, and making them a special case of success. « As for the wines, the more elegant, and less sweet wines are our style. »
The three pictures of the new campaign…
Celebrating a New Family Tradition : « Grandparents are more open-minded today and relationships between grandparents and grandchildren are different. To demonstrate this change in family traditions, the first moment shows a grandfather and grandson, sharing a glass of Late Bottle Vintage Port and taking selfies together after a relaxed dinner in a modern restaurant. »
Celebrating a New Sunday Afternoon : « In our fast paced daily routines, something very casual can be transformed into something very special. To demonstrate the correlation between old and new traditions in father-son relationships, the second moment shows father and son getting their beards shaved in a traditional barbershop while drinking a 10 Years Old Tawny Port. »
Celebrating a New “Me Time”: « Women are powerful and independent today. Confronting the cliché of who drinks Port wine, the third moment shows a young lady, reading the New York Times, and drinking a glass of White Port. »