Business Challenge:
The holidays are the season for sparkling wine. But most consumers are thinking champagne or prosecco. Freixenet is the #1 Spanish Cava in the US and is the perfect gift for a holiday celebration. We just needed to find a way to convince shoppers.
Solution:
We used the iconic Freixenet black bottle to create a gift idea that no other sparkling wine could mimic. We showed our shoppers that not only is it the most beautiful bottle but it’s a perfect canvas for their personalized messages to loved ones. Retail communication highlighted the idea including a special bottle necker that held a gold marker.
Message on a Bottle retail sampling events included calligrapher ambassadors that would create beautiful personalized messaging on any shoppers’ bottles.
Activation: in store, digital media, paid & organic social
Results:
• Over 200 retail sampling events held across the US • Retail Feature and Display up dramatically vs YAG • Over 2MM media impressions • Program to repeat for Valentine’s Day