The Cockburn's Port campaign takes a playful and provocative approach to re-introduce this company to the British public. Despite its spelling, Cockburn's is actually pronounced 'Co-burns.' Unfortunately, many people mispronounce it on a daily basis. London-based ad agency BETC has decided to try to capitalize on this unfavorable albeit funny predicament by creating a subtly shocking ad campaign for the company.
Headed by creative director Neil Dawson, the Cockburn's Port campaign focuses on the company's name while cleverly covering the silent 'ck' with a glass of wine, torn paper and censor patch. Paired with the tag line, "Pronounce responsibly," the Cockburn's Port campaign pokes fun at itself while also educating its potential customers about the real way to pronounce its name.