|Agency: Mellors Reay & Partners||Author: Paul Hone|
The Sherry Institute of Spain
A Brief in a 'Box': Perspiration leads to Inspiration
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 were indeed committed to the product and image, but for the wider audience it had suffered from becoming subsumed into a 'sherry box' defined by:
- the 'imitation product' (notably from QC and Old England);
- a particular advertising-led British imagery (notably from Croft and Harveys).