Anna de Codorníu
Campaign to re-launch Anna de Codorníu Sweet Edition by Mr. Wonderful.
Creative Direction, Art Direction, Photo & Video Production.
So as to lower the average age of the cava consumer, Anna de Codorníu, in concert with the Mr. Wonderful brand, created a new, sweeter product called Sweet Edition, intended to appeal to a younger audience.
The goal of this marketing initiative was to introduce this new product to a younger audience and to turn it into a gateway for the world of cava.
05. Our solution
This action involved three clearly differentiated, and yet strongly connected, areas.
First was the production of point-of-sale materials intended to entice shoppers. The unique feature of this product is that since it is sweeter than the regular Anna de Codorníu, it can be consumed by itself, but it can also be used in a wide variety of cocktails. And so the first part of the project was to come up with a menu of cocktails created specifically for Anna de Codorníu Sweet Edition.
Second was the definition of a campaign for social networks. We started by analyzing the behavior of the young people targeted by the product, their alcohol consumption habits and their reasons for mostly dismissing cava. This analysis resulted in the need to “appropriate” the one day of the week when young people start planning their weekends. A day full of optimism but when their behavior is still more restrained than during the weekend. Hence the concept of “Sweet Thursdays by Anna de Codorníu” was born.
And so, on Thursdays all Anna de Codorníu advertising will revolve around the Anna de Codorníu Sweet Edition.
Lastly, an event was held with bloggers and influencers to present the product. It was a master class by way of cocktail workshop where guests learned to make the cocktails created for the occasion.