creative impulse

So, you wouldn't be caught dead drinking sherry? In their new campaign for Croft Original, Young and Rubicam insist that it's not just the tipple of grandparents and maiden aunts. One execution features a young woman clad only in a cardigan, with the strapline "You don't have to wear a cardigan to drink Croft Original"; a second shows a blonde model in a strapless dress, with the strapline "You don't have to have white hair to drink Croft Original". Both are holding a glass of the sherry.

The client: International Distillers and Vintners

Tania McLaren, brand manager, Croft Sherry

This is Croft Original's first time on to posters, and we went for back- lit bus shelter sites, so they were more visible on the street in winter. The brief was to raise awareness of the brand, and take a modern, contemporary look at the sherry market. There have been a lot of changes in the market over the past year or so - the revival of real sherry from Spain, for instance.

But we're sticking with our view that Croft represents the lighter side of sherry - in its taste and colour, and in that it has always been an accessible, light-hearted brand.

The agency: Young and Rubicam

Marc Smith, account director

Croft Original has been handled by us for about 20 years, and for much of that time we ran a campaign centred on Jeeves and Wooster. Around 1993 that was stopped, as the sherry market was in decline, and these characters were doing nothing to make the brand more contemporary.

In 1996, Croft wanted to raise awareness of the brand and position it as a modern sherry. Our idea was to go back to the Croft dynamic of debunking tradition: back in the late Sixties, for example, Croft was unique, because it was the first pale cream sherry, and it was sold on being lighter and more palatable than the brown, sticky kind.

So we took the traditional perception of sherry drinkers as comfortable, middle-aged people, and poked fun at it. We felt that such things as cardigans and white hair were representative of perceptions of sherry drinkers, and aimed to combine stylish photography with a tongue-in-cheek line. What we're doing is taking Croft's historical brand values and aiming them mainly at 25- to 35-year-old women. Women are the main purchasers of sherry, but they're mainly buying it for older relatives. We want to legitimise their choice of Croft Original, and say it is all right for modern girls to drink sherry too. That's why we went for a six-sheet poster campaign; we feel it is a young medium

Scott Hughes

FootballGerman sparks three goals in four minutes at favourite No 10 role
Rumer was diagnosed with bipolarity, attention deficit hyperactivity disorder and post-traumatic stress disorder: 'I was convinced it was a misdiagnosis'
peopleHer debut album caused her post-traumatic stress - how will she cope as she releases her third record?
A long jumper competes in the 80-to-84-year-old age division at the 2007 World Masters Championships
Have you tried new the Independent Digital Edition apps?
ebooksAn unforgettable anthology of contemporary reportage
Radamel Falcao was forced to withdraw from the World Cup after undergoing surgery
premier leagueExclusive: Reds have agreement with Monaco
Arts and Entertainment
'New Tricks' star Dennis Waterman is departing from the show after he completes filming on two more episodes
tvHe is only remaining member of original cast
Life and Style
Walking tall: unlike some, Donatella Versace showed a strong and vibrant collection
fashionAlexander Fury on the staid Italian clothing industry
Arts and Entertainment
Gregory Porter learnt about his father’s voice at his funeral
Arts and Entertainment
tvHighs and lows of the cast's careers since 2004
Life and Style
Children at the Leytonstone branch of the Homeless Children's Aid and Adoption Society tuck into their harvest festival gifts, in October 1936
food + drinkThe harvest festival is back, but forget cans of tuna and packets of instant mash
Lewis Hamilton will start the Singapore Grand Prix from pole, with Nico Rosberg second and Daniel Ricciardo third
F1... for floodlit Singapore Grand Prix
New Articles
Life and Style
Couples have been having sex less in 2014, according to a new survey
Latest stories from i100
Have you tried new the Independent Digital Edition apps?
Independent Dating

By clicking 'Search' you
are agreeing to our
Terms of Use.

iJobs Job Widget
iJobs Media

Head of Marketing - London

£60000 - £85000 per annum: Ashdown Group: Interim Head of Marketing / Marketin...

IT Application Support Engineer - Immediate Start

£28000 per annum: Ashdown Group: IT Software Application Support Analyst - Imm...

Digital Project Manager

£25 - 30k: Guru Careers: A Digital Project Manager is needed to join an exciti...

Paid Search Analyst / PPC Analyst

£24 - 28k + Benefits: Guru Careers: We are seeking a Paid Search Analyst / PPC...

Day In a Page

Scottish referendum: The Yes vote was the love that dared speak its name, but it was not to be

Despite the result, this is the end of the status quo

Boyd Tonkin on the fall-out from the Scottish referendum
Manolo Blahnik: The high priest of heels talks flats, Englishness, and why he loves Mary Beard

Manolo Blahnik: Flats, Englishness, and Mary Beard

The shoe designer who has been dubbed 'the patron saint of the stiletto'
The Beatles biographer reveals exclusive original manuscripts of some of the best pop songs ever written

Scrambled eggs and LSD

Behind The Beatles' lyrics - thanks to Hunter Davis's original manuscript copies
'Normcore' fashion: Blending in is the new standing out in latest catwalk non-trend

'Normcore': Blending in is the new standing out

Just when fashion was in grave danger of running out of trends, it only went and invented the non-trend. Rebecca Gonsalves investigates
Dance’s new leading ladies fight back: How female vocalists are now writing their own hits

New leading ladies of dance fight back

How female vocalists are now writing their own hits
Mystery of the Ground Zero wedding photo

A shot in the dark

Mystery of the wedding photo from Ground Zero
His life, the universe and everything

His life, the universe and everything

New biography sheds light on comic genius of Douglas Adams
Save us from small screen superheroes

Save us from small screen superheroes

Shows like Agents of S.H.I.E.L.D are little more than marketing tools
Reach for the skies

Reach for the skies

From pools to football pitches, rooftop living is looking up
These are the 12 best hotel spas in the UK

12 best hotel spas in the UK

Some hotels go all out on facilities; others stand out for the sheer quality of treatments
These Iranian-controlled Shia militias used to specialise in killing American soldiers. Now they are fighting Isis, backed up by US airstrikes

Widespread fear of Isis is producing strange bedfellows

Iranian-controlled Shia militias that used to kill American soldiers are now fighting Isis, helped by US airstrikes
Topshop goes part Athena poster, part last spring Prada

Topshop goes part Athena poster, part last spring Prada

Shoppers don't come to Topshop for the unique
How to make a Lego masterpiece

How to make a Lego masterpiece

Toy breaks out of the nursery and heads for the gallery
Meet the ‘Endies’ – city dwellers who are too poor to have fun

Meet the ‘Endies’ – city dwellers who are too poor to have fun

Urbanites are cursed with an acronym pointing to Employed but No Disposable Income or Savings
Paisley’s decision to make peace with IRA enemies might remind the Arabs of Sadat

Ian Paisley’s decision to make peace with his IRA enemies

His Save Ulster from Sodomy campaign would surely have been supported by many a Sunni imam