Beringer Vineyards Introduces Innovative TV Advertising Campaign

Beringer Vineyards Introduces Innovative TV Advertising Campaign

Created by Publicis & Hal Riney, the Artful, Hand-Crafted Television Ads Bring to Life Wine's Journey From Vine to Bottle for One of Napa Valley's Most Revered Wine Brands

NAPA, Calif., Dec. 10 /PRNewswire/ -- In a bold move for a fairly conservative industry, Beringer Vineyards today announced that it has launched a multi-million dollar TV advertising campaign. The television ads, supported by print advertising and new brand identity, underscore the winery's commitment to sustaining its tremendous reputation and introducing Beringer, Napa Valley's oldest continuously operating winery, to today's generation of wine drinkers. Additionally, the campaign reinforces the momentum of the recent successful launch of Beringer Third Century in the high-growth $10-14 category.

(Logo: http://www.newscom.com/cgi-bin/prnh/20071210/AQM027)

Visually captivating, the origami-like TV ads were created using stop motion animation, a very time consuming process that is often replaced today by faster, computer-generated technologies. The choice of paper as a medium, coupled with the artisan qualities of the music and the filming were all selected carefully for the emotional and sensorial effects they convey. Using paper shaped as roots, leaves and grapes, the spot tells the story of a bud transforming into grapes and then into the wine behind the paper label. A very talented group of artists, under the direction of award-winning director, Olivier Gondry, and renowned paper sculptor, Su Blackwell, brought the concept to fruition.

"Our creative approach relied on the simplicity of paper which when put in the hands of creative artists is brought to life," commented Roger Camp, Chief Creative Officer, Publicis & Hal Riney. "I am extremely proud of this piece, not only for the sheer dedication, hours and passion that went on behind the scenes, but also because I think the viewer cannot help but feel the beauty and art captured on the screen."

Beringer's VP of Marketing, Barry Sheridan, tasked the agency to come-up with a break-through campaign that truly represents an industry first and he is excited to see Beringer's "How to Get to Napa Valley" positioning be transformed onto the screen (before this new campaign regional radio was the primary advertising vehicle). "We wanted to create an emotional connection with Beringer and something very different from typical wine advertisements. You won't see very many other luxury wineries of our stature and quality making this kind of investment in the creative and in television."

The TV advertising campaign began on November 20 and can be seen on several different networks, including A&E, Food Network, Headline News, and PBS as well as on the Times Square Jumbo-tron. The print campaign will launch in mid-December and can be viewed in Food & Wine, Wine Spectator and the New Yorker, among others. Initial reception to the advertising campaign has been extremely positive. Target, a company known for its creative advertising, has seen the campaign and Wine Buyer TJ Williams commented, "The ads are innovative and fun and should propel the connection between consumers and the Beringer brand to a whole new level."

To view the spot follow this link: ftp://beringerpaperadp4p3rb0y@ftp.hrp.com

For trouble viewing or to request a high-resolution CD, please contact Rebecca Fine.

Fast Facts on the Artistic Process:
-- 25 seconds of stop motion animation took 70 hours of shooting
-- Each vine took 10 hours to create. 250 vines created = 2500 hours
-- 40 bunches of grapes each with ~ 20 grapes took 50 hours to create
-- Rhine House took 30 hours to complete & tractor took 24 hours to create

Beringer Vineyards

No winery more thoroughly embodies the timeless appeal and seductive flavor of Napa Valley than Beringer Vineyards, Napa's benchmark producer since its establishment in 1876. Now in its third century of crafting classic wines from Napa's finest appellations and vineyards, Beringer today is guided by the inspired partnership of celebrated Winemaster Ed Sbragia and Winemaker Laurie Hook. Together, they fashion Napa Valley wines that speak eloquently of Beringer's rich heritage while offering cutting-edge quality and contemporary elegance. Beringer Vineyards. How to Get to Napa Valley. http://www.Beringer.com

About Publicis & Hal Riney

Hal Riney is a full-service creative boutique headquartered in San Francisco, wholly owned by Publicis Groupe, the world's fourth-largest communication group. Riney's advertising clients include well-known brands such as U.S. Cellular, Hungry-Man, Vlasic, Blue Cross and Blue Shield (WellPoint) and AAA.

Press contact:
Rebecca Fine
PR Director, Beringer Vineyards
(707) 299-3259
Rebecca.fine@am.fostersgroup.com

First Call Analyst:
FCMN Contact:

Photo: NewsCom:

http://www.newscom.com/cgi-bin/prnh/20071210/AQM027
AP Archive:

http://photoarchive.ap.org/
PRN Photo Desk, photodesk@prnewswire.com
Source: Beringer Vineyards

CONTACT: Rebecca Fine, PR Director of Beringer Vineyards,
+1-707-299-3259, Rebecca.fine@am.fostersgroup.com

Web site:

http://www.beringer.com/

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