The Wine Market Council, Larkspur, Calif., next year will run a $1.3 million generic test campaign tagged "Wine. What are you saving it for?" The campaign, to be created by Bozell Worldwide, Chicago, will focus on drinking wine not just on holidays and anniversaries, but also on humorous, non-traditional and offbeat "special occasions." The test will run in Austin, Texas, and Albany, N.Y., from mid-February through mid-May.
Copyright July 1998, Crain Communications Inc.