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Rhône says au revoir to hedgehog and hippo
April 7, 2008
 Amy Wislocki
The cartoon stars of the Côtes du Rhône's highly successful ad campaign are being dropped after 10 years, amid fears that the adverts could attract criticism for their possible appeal to a younger audience.
'Now that the mood in the UK regarding alcohol has changed so much, we were worried that we might be perceived as targeting the young,' explained Olivier Legrand, export marketing manager of regional body Inter Rhône.
'We asked the Advertising Standards Authority for guidance, and it agreed that continuing with the current ad campaign could be risky.'
The new ad campaign, which will launch this autumn, will rely on more conventional wine-related imagery, and will retain the existing strapline: 'Think red, think Côtes du Rhône'.
The UK is the number one export market for Rhône Valley wines, with sales of Côtes du Rhône Villages increasing by 21% in 2007. 'Our forecasts for 2008 are more gloomy due to the slowing economy, tougher regulations around avertising and sales promotions, and price increases,' said Legrand.
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Yet another triumph for the nanny state over common sense! It has been the most successful marketing campaign that France has possibly seen. In France the problem is getting the young (over 18 years old) to drink wine at all, as many see the beverage as fuddy-duddy and for old/er people.
We want everyone the whole World over to drink wine who is legally allowed to drink wine, sensibly, in moderation and that includes young people.
Leigh Claridge, Maison Sichel SA, UK Office
Leigh Claridge is right; the Nanny State has already taken over the UK and now France seems to be embracing its principles with an alacrity which one would never expect from that country.
Drinking should be a social pleasure; in order to encourage those members of society who are coming of drinking age to drink responsibly a gentle and planned introduction to the wonders of alcohol is desired. If we continue to try to keep younger members of the public at arms length from alcohol that will only encourage more irresponsibility from them as they perceive that it is the devil incarnate and therofore something to be consumed to excess.
As always reason has been thrown out of the window and the those with no possible vision of how things work have been allowed to dictate to the public at large. I will say it again; please form an orderly queue behind me for the Revolution. (Presumably no hips flasks would be allowed in the queue.....?)
Peter Bowyer, Wiltshire, UK
This is indeed the way the world ends, isn't it? Not with a bang, but a whimper, and people jumping ship because here's a possibility it might sink someday. . .
Brian St. Pierre
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