Traditionally, sparkling wine is saved for only the most special occasions. This created a unique challenge and opportunity for La Marca: To convince a fun-seeking, creative and spontaneous consumer that sparkling wine is a necessary upgrade to each and every day — and that La Marca is the perfect prosecco for toasting each moment.
A high-style, conceptual campaign was developed to saturate the target consumer’s day-to-day experience with La Marca blue, inspirational moments and aspirational beauty. The key message: MAKE EVERYDAY SPARKLE. The key customer takeaway: La Marca is my special way to spontaneously and joyfully infuse sparkle through all of my relationships. The campaign included print and outdoor advertising, magazine spreads, social media content, videos and cinemagraphs, a bus wrap, a mobile app, and a website, among other elements.
The campaign received 191 total media impressions. It increased brand presence and awareness, online, out-of-home, and in print.