Case Study

Editorial-style advertising remains a popular and effective means for brands to engage with their target audience. Unlike straightforward advertising, which is often quickly disregarded, advertorials have the advantage of communicating a brand’s history and ethos without having the pushy connotation of a hard sell.

Abrau-Durso is Russia’s oldest “Champagne House” (founded in 1870) and the first Russian sparkling wine brand to be sold in Britain. Its chairman, Pavel Titov, wanted a series of advertorial pieces that would transmit the brand’s remarkable story to a wider audience. Above all else, it was essential that the content had the credibility and appearance of a topical news story, rather than the personality of a salesman trying to get his audience to sign on the dotted line.

For more information, please contact Pavel Titov, Chairman of the Board of directors, Abrau Durso, @ pt@abraudurso.me