Freixenet Ice, a newly launched brand of Cava designed to be enjoyed over ice, has today rolled out a new national print, digital and outdoor advertising campaign.
Prompted by Freixenet’s Spanish heritage and the artist Pablo Picasso, brand agency Aesop has created a striking campaign inspired by the visual style of the Cubist movement.
“We wanted to bring to life the independent spirit of Freixenet Ice – a new drink of choice for independent minds – and what better way to communicate the product’s individuality and energy than a contemporary interpretation of the abstract art movement which we call ‘Ice Cubism’,” said Aesop creative director Stephen Lynch.
At the heart of the campaign is a new visual, which shows pictures of the Freixenet bottle jumping off the page. Rather than create the cube montage digitally, photos of the bottle and the serve were printed out and modelled onto cubes. They were then constructed into interesting 3D formations and photographed, Aesop said.
The campaign also features a lifestyle execution and moving image, featured in digital out-of-home activity.
Liza Madrigal, head of marketing for Freixenet UK, said: “As a global brand with a history and reputation in sparkling wine, we needed a strong campaign that reflected the personality of our master brand and the uniqueness of Freixenet Ice.
“Aesop’s creative approach was both strategic and fresh; it allows the consumer to re-appraise cava in a totally different way.”
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