In the last decade affordable fizz has enjoyed a huge surge in popularity, sales of prosecco surpassing that of Champagne in the UK for the first time. Another member of the sparkling wine category, Freixenet, decided to capitalize on this trend with the launch of their first new Cava in over a century – ICE.
Cava hasn’t been embraced in the same way prosecco has. In fact some prosecco drinkers discount it as ‘old-fashioned’ or ‘what my mum would drink’.
As a result our challenge was not only to launch the striking new bottle design and communicate the perfect serve, but to win over the hearts and minds of young urban professionals – independent thinkers looking for something new.
Our solution was inspired by one of the greatest independent minds of all time, Pablo Picasso. Carrying the line ‘A New Dimension in Cava’, we created a fully integrated, cubist-themed campaign showcasing the bottle, the over-ice serve, and drinking occasion.
The launch teed off with a year-long partnership with crazy golf club Swingers and an exclusive Stylist cover wrap. This was followed by a nationwide print and digital billboard campaign, supported by social, online, and point of sale at both on and off-trade.