Leveraging social channels as the destination and integrating media to attract younger customers

CHALLENGE:
Freixenet faced a significant challenge – it was no longer seen as relevant and “cool” to younger consumers who had switched to Prosecco.

The brand website, developed in Spain where Cava consumption is mainstream, focused on features and the manufacturing process-–much less relevant to the strategy for the US.

SOLUTION:
Reposition the brand as a key ingredient for holiday celebrations by targeting the social leader, the party host, in her circle of friends. We reached the peer influencer among the younger Millennial target by choreographing an entire cross channel integrated program driving to Pinterest where recipes and party ideas were pinned.

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