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Jacob’s Creek rests case on ‘Made by Australia’

Why don’t wine ads convince? Is it because we all think we’re experts and/or don’t want to buy something aimed at everyone?

Anyway, the Australians have a go from time to time – probably because they’ve messed up their indigenous industry with industrial scale production leading to iffy quality and a huge surplus. Those bottles of Aussie wine you see permanently on offer at, say, Tesco give the game away. Nodody in their right mind would pay a tenner for them.

Jacob’s Creek is one of the biggest Aussie producers and, although it no doubt makes some nice ‘premium’ wines, its basic fare is wine’s version of Budweiser. So is ‘Made By Australia’ and this campaign from Havas going to do the trick?

Er, no.

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About Stephen Foster

Stephen is a former editor of Marketing Week and London Evening Standard advertising columnist. He wrote City Republic for Brand Republic and is a partner in communications consultancy The Editorial Partnership.

One comment

  1. They have a vintage Massey Ferguson 240 tractor (1970’s-80’s?) – just like mine. Do they really use those at Jacob’s Creek!?

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