Sparkling wine producer Codorníu has launched a new global marketing campaign titled Something Wonderful is About to Happen.
The integrated million-pound campaign – covering above-the-line, social media, PR and trade marketing activity – represents a significant investment for Codorníu and will drive awareness of the brand’s Anna Blanc de Blancs and Cuvée Barcelona wines worldwide.
Directed by Augusto Fraga, recognised for his work with brands including Playstation and Nike, the campaign has been created to appeal to a millennial audience; it aims to add value to the category by positioning Spanish sparkling wine as an aspirational product suitable for celebrations, whatever the occasion, Codorníu said.
The campaign creative has launched worldwide on YouTube and features a fairy godmother-like character surprising her friends with bottles of Codorníu.
The campaign, which launches just in time for the start of the festive celebrations, has also debuted on digital panels in outlets of UK supermarket Tesco, where it will target more than 500,000 consumers. It will be supported by competitions in target consumer publications, while activity overseas will concentrate on TV advertising in Spain and a print advertising campaign that will run across Europe and the US.
Codorníu Raventós CEO Javier Pagés said: “We are extremely proud of our latest campaign, which has been created to reinforce the brand’s premium credentials and to reach a younger demographic. Something Wonderful is About to Happen positions Codorníu as essential to any celebration, a message that will define our marketing activity – not just over Christmas, but into 2017.”
© FoodBev Media Ltd 2024