The Denominación de Origen Calificada Rioja chose the Spanish Royal Academy of Language for this morning’s presentation of an innovative brand positioning and communication strategy that defines its most intrinsic values (tradition, diversity and origin) through a new global message in Spanish: Saber quién eres.
The event was attended by Fernando Salamero, president, DOCa Rioja, José Luis Lapuente, Control Board General Director and Pablo Alzugaray, president, Shackleton advertising agency.
Fernando Salamero, president, DOCa Rioja, said that the new slogan, Saber quién eres, “is a polysemic concept that defines the identity and origins of the region and the personality of those who choose us.” He added that “it is based on a statement of principles and intentions that connects Rioja wine with end consumers in an approachable, authentic and transparent manner.”
Rioja is launching an advertising campaign that highlights its most personal traits, appearing at the international level as a standard-bearer for the Spain brand; “an authentic, artisanal, approachable and adaptable region that has managed to position itself as one of the leading brands in the industry at the international level,” explained Salamero, who underscored that “Rioja has remained faithful to its principles from the start and, with this new campaign, it is clearly demonstrating that it rises far above short-lived trends.”
Pablo Alzugaray, president of Shackleton, stressed that “from the first strategy meeting we wrote down three words in capital letters: Essence, Pride and Transcendence. What is a designation of origin if not a tribute to the quintessential? What better defines where you come from than your language?” Paraphrasing Marshall McLuhan, Alzugaray said that, “in this case, the language is the message, and it is a proud, transcendental message of that origin, because, as we know, this is the first campaign in history that will be disseminated around the world with a slogan like that, in Spanish.”
The graphic works that illustrate the campaign have been painted with wine by the Riojan artist Carlos Corres, a clear example of authenticity and valorisation of the grape varieties, all of them native to Rioja and closely linked to the culture and values of the oldest Designation of Origin in Spain.
Saber quién eres will be the central message of the global media strategy and the illustrations painted with wine will be present in the main cities, food events and trade fairs of the eleven countries chosen for the launch: Canada, China, Denmark, Germany, Ireland, Mexico, the Netherlands, Russia, Switzerland, the United Kingdom, the United States and, of course, Spain. The launch will consist of a global and local advertising campaign in the press, radio, billboards and online, as well as various presentation events.
The traits are specified based on a strategic repositioning study that the DOCa Rioja has carried out together with the branding consultants Interbrand. The advertising agency, Shackleton has reflected it in a new global message to be featured in the new advertising campaign.
Jose Luis Lapuente, general director, Consejo Regulador de la Denominación de Origen Calificada Rioja, said that “at the completion of the Rioja 2005-2020 Strategic Plan, the region is entering a new crucial era in search of value arguments to consolidate and reinforce its leading position in Spain and as a world-class, quality wine region.” “With the latest changes, Rioja is much closer to consumers, granting them the importance they deserve and have for the wine region’s success. For this reason, the new brand message is reflecting its most intrinsic qualities and advocating its authenticity as a spearhead to continue as one of the Spanish brands with the highest levels awareness and loyalty.”
Rioja wines are present in more than 130 countries. 389 million bottles were sold in 2017, the equivalent of 284 million litres, a 0.64% rise over 2016. The Control Board of the Denominación de Origen Calificada Rioja is assigning 11 million euros to promotion in 2018. The goal is to maintain its marked leadership in Spain while continuing to grow in foreign markets as it has in the last years.