Challenge:

To promote wine consumption and rejuvenate the category in Spain, attracting occasional drinkers and younger consumers.

Idea:

To dismantle the belief that to enjoy a glass of wine, you have to be a great connoisseur. It’s simply not true. Wine has no rules. You have to be an expert, yes, an expert in savouring life. With wine.

Results:

In a 2,5 years period, we did TV campaigns, OOH, press, web design, digital, branded content, collaboration with influencers, promotions, events, etc.

A very intense and rewarding job that reversed a downward trend, with an increase in consumption of 14,2%.
And, what is more relevant, democratizing its image and getting more consumers to include wine among their usual drinks.

Work done in collaboration with Diluvia.