Brief Description: Campaign for Paul Masson California Carafes. Objective: to reassure the less experienced drinker, without patronising but also to reinforce its credibility as a 'legitimate' brand to the more experienced drinker. Campaign featured Ian Carmichael. Evaluation: increased brand share whilst other brands were in decline, consistent sales increase. Successfully established the brand to a wider audience and broadened its usage occasions. ;---(TAGS)--- Full Title: Paul Masson California Carafes - 'They're really jolly good' ; Number: 1984/10 ; Brand Name: Paul Masson California Carafes ; Client: Seagram ; IPA_ProductCoding: Drink (Wine inc. Sparkling/Fortified/Port/Sherry etc.) ; Drink (Alcoholic drinks - all) ; Agency: Abbott Mead Vickers/SMS ; Author: Leslie Butterfield ;