The campaign, launched by Wines of Germany, will promote generic German wines available at off-licences and supermarkets. It features the strapline: "If you think you know German wines, drink again".
Created by banc, the campaign features two print executions to run in the national press and on the London Underground. The campaign has two endlines. One says: "He's come a long way since the 70s. So have German wines". The other says: "She's not as sweet as she used to be. Neither are German wines".
Nicky Forrest, director of Wines of Germany, said: "This strapline underpins the whole generic campaign and tackles head on consumer prejudice that all German wine is sweet and cheap. Germany's come a long way since the 1970s and we're conveying this to the UK's wine drinkers through stylish ads, which creatively portray this transition in an upbeat way."
This is the latest attempt by wine brands to shake off their reputations as 1970s dinner-party favourites. Brands such as Blue Nun, Black Tower and the Portuguese wine Mateus Rose have all invested heavily in marketing in recent months, as they attempt to capture a new, younger group of drinkers.
If you have an opinion on this or any other issue raised on Brand Republic, join the debate in the .