Cockburn’s Port Pronounce Responsibly

Cockburn’s Port, a British wine brand, is making an advertising comeback in the UK with “Pronounce Responsibly”, a poster campaign playing on the common mispronunciation of the name Cockburn’s. Each poster covers up the letters ‘CK’ in Cockburn’s using pixelation, a strategically placed rip or a port glass. ‘Pronounce Responsibly’ is a light-hearted, seasonal campaign that has echoes of classic Cockburn’s TV advertising from the 1970s and 1980s. The posters remind consumers that Cockburn’s Port is an indispensable part of Christmas gatherings of friends and family.

Cockburn's Port billboard

Cockburn's Port Pixel billboard on Clapham Tower

Cockburn's Port Glass billboard

The advertising is part of an overall brand revitalisation programme, which has included improvements to the quality of the wine, and a new slender, rounded shoulder bottle design that is reminiscent of its classic 70s shape, created by London based agency Bloom.

Click on the image below to play the Mosscock video in YouTube


The Pronounce Responsibily campaign was developed at BETC London by creatives Neil Dawson, Clive Pickering, Jonathan Plackett, typographer Louise Sloper and photographer Paul King.

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  • Virginia Gallagher

    I lived in London in 1963-64 and I used to get on the underground at Green Park station after work. I used to wait for the train by an advertising sign for Cockburns Port, and there was a short poem, as follows –

    Explain it who may there’s a silent CK
    In the name of the very best port.
    You have only to think of the cocktails you drink
    To say Cockburns the way that you ought.
    (Missing line)
    Fine ladies who ride-a-cock-horse
    Convivial costers from kew to Cockfosters
    They all ask for Cockburns of course.

    I have spent the last 48 years trying to remember the missing line. Can you help me?


  • Hi there, Virginia.
    I’m a History student at the University of Porto in Portugal and I’ve been researching in the Cockburn’s Archives. I’ve came across the marketing campaign for those years in the early 60s.
    The line missing in the poem is the following: «Ace pilots (the Kings of the Co’pit)» 😉

  • Quentin Siseman

    what was the one which ended with:

    Though cynics may mock
    One should never say cock
    But Coburns Special Reserve