The Agency was required to cure the launch of a new reference of Monte Rossa Winery: a wine Franciacorta Pas Dosè. A pure product for definition and basically more asked by the masculine universe. Hence the choice of coupé, a car model that fully reflects the nature of this wine. Coupé is the heart of new marketing strategy of the winery Monte Rossa, the winery wanted to change its communication philosophy to give a positive message through Franciacorta wines. The consumer who drinks Monte Rossa should feel involved and rewarded. This new strategy started with the launch of the pas dose wine “Coupé” and its campaign “Don’t measure out emotions”, particularly captivating thanks to the reference to comics.
For the launch campaign, the Agency has chosen to appeal to comics, graphic novels is indeed appreciated by the male target and often made exciting by the combination of hero and machine. The launch of Monte Rossa Coupé has included the study of the logo , the dressing of the bottle, packaging, merchandising, the stand and the management of the launch campaign through traditional media relations , Digital PR and Social Media Marketing.
The project that has supported the launch of Monte Rossa Coupe is a prime example of contact between the brand and the consumer that has led to very positive results in terms of the rate of involvement, brand awareness and sales.