Sherry Institute of Spain: 'A brief in a box' - perspiration leads to inspiration - a brilliant ad

The Sherry Institute of Spain's brief was that a campaign was needed to identify the unique quality and versatility of sherry and to explain the difference between sherry and its imitators - in particular British sherry.
Agency: Mellors Reay & PartnersAuthor: Paul Hone

The Sherry Institute of Spain A Brief in a 'Box': Perspiration leads to Inspiration

INTRODUCTION

The Sherry Institute of Spain's brief to the agency was clear and crisp like a fine Fino:

...a campaign was needed to identify the unique quality and versatility of 'sherry'... to explain the difference between 'sherry' and its imitators - in particular British sherry.

This clarity extended to our understanding of the central problem facing 'sherry'. A group of consumers...

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