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Nestle USA's Wine World Estates is pulling out the stops to promote a California region not widely known for its wines.

Wine World, whose best known label is Beringer and whose total ad spending last year was less than $1 million, on June 15 will uncork a $2.5 million TV and radio campaign for its Meridian Vineyards wines.

The Meridian campaign, set to run in California markets, may be only the first Wine World TV effort this year.

James W. Tonjum, senior VP-sales and marketing, confirmed Wine World is looking into using TV-most likely cable-for advertising at least one other brand, probably the Napa Ridge label.

In the past, Wine World has relied mostly on radio and print ads, but Mr. Tonjum said Meridian's new labels introduced last year, featuring colorful paintings, prompted the decision to try TV.

"We are great believers in radio, but the reason we wanted to get this on TV was to get a visual medium," he said. "Packaging is a very important part of positioning of the brand."

The single 30-second spot for Meridian from Publicis/Bloom, New York, features a painting of food that evolves into a California landscape, much like the label. Wine World will continue to use radio spots as well.

Alan Platt, co-creative director for the agency, said the TV spot was intended to promote Meridian's Santa Barbara location and help the region compete with the more established northern California wine country.

"We're not just out to sell the wine but the region," he said. "The Santa Barbara coast is a new thing. The geography and everything about coastal regions is very different, and we've hooked the whole thing to the label."

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