The campaign for the Australian wine brand, encompassing advertising, PR and digital activity, is themed around encouraging consumers to embrace its ‘True Character’ philosophy.
It is being launched at the Australian Open this month, before being ‘amplified’ throughout Wimbledon to reinforce the brand’s status as the official wine of the All England Club championship.
Details are yet to be confirmed but Jacob’s Creek owner Pernod Ricard said it would comprise ‘above- and below-the-line activity’.
The first part of the campaign is a series of short online films featuring Agassi in candid on- and off-the-court stories.
This latest move further builds on Jacob’s Creek’s association with tennis, which includes the sponsorship of major tournaments such as the Australian Open and its partnership with Wimbledon.
Pernod Ricard deputy managing director Simon Thomas said: "Agassi is a true character of tennis, and achieved legendary status at the All England Club with his Wimbledon victory in 1992.
"Since his retirement from international tennis, he has proven himself to be an even greater true character, particularly through his philanthropic work. Being able to partner with him to deliver our True Character message is a real coup, particularly given Jacob’s Creek status as the official wine of Wimbledon."
Last year for the launch of its Cool Harvest sub-brand.
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