The ad campaign by Accountability Advertising, Lafayette CA, uses radio, cable television and social media, focusing on station promotions and personalities. One segment encourages local musicians to create original Allure rap songs featuring Allure and upload them to YouTube. In three months, original Allure lyrics have generated over 8000 views to date. Other radio promotions include finding local Allure Girl Model winners, and cable television spots using footage from a Milwaukee night club where Allure Rap and Model contestants joined station listeners for a Pink Moscato party.
“Allure’s success can be attributed to its quality, affordability and distinct flavor,” Franzia said. We have grown quite a number of brands, but nothing like this. Both pink and white Moscato bubblies have caught on throughout the country.”
Accountability Advertising Senior Partner John Whelehan said, “We’re connecting with consumers through both ‘Pop’ and ‘Hip Hop’ culture and riding the Moscato boom. Our TV commercial connects with consumers because it conveys the fun and excitement of Allure while showcasing a real Allure event.”
Bronco Wine Company, producers of more than 60 wine brands, is owned by the Franzia family which has made wine in California for more than one hundred and ten years. Bronco Wine Company and the Franzia family have no relationship to Franzia brand boxed wine. For more information on any of the Bronco Wine Company wines, visit www.BroncoWine.com or call 877-411-NAPA (6272).
Accountability Advertising is a full-service advertising agency based in Lafayette, CA, east of San Francisco. The agency represents Bronco Wine Company’s Allure Division, as well as a diverse portfolio of clients in other industries including solar, automotive, golf, medical, insurance, investment, fine jewelry and home services. It places traditional and digital media in markets throughout the United States.
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