Reach for Rosé
Client: La Marca Prosecco
Agency: KNOCK
Art Direction
Social Content & Strategy
The Case
La Marca Prosecco has positioned itself as the premium choice for everyday celebrations. The blue iconic blue label holds brand equity, but what happens when they introduce a new shade of sparkle?
La Marca aimed to be first to market with Prosecco Rosé, but with an initial limited distribution, they needed to get ahead of consumer disappointment. To do this, they asked us to leverage scarcity to drive fanaticism around the launch of Prosecco Rosé by turning limited distribution into a treasure hunt for the consumer.
The Strategy
The year has been a wild ride for countless reasons, but rosier skies lie ahead. This concept has its head in the clouds, using dreamy colors, sunset shades and optimistic language to bring sky-high rosé down to earth. An inspirational dreamscape serves as a backdrop for the introduction of La Marca’s Prosecco Rosé. The balloons as motif add a sense of urgency to get your bottle before it drifts away.
Reach for Prosecco Rosé
Catch La Marca Prosecco Rosé before it floats away
The Solution
We created a three-part launch campaign with a narrative through-line, featuring on-fig and still life assets. The pre-launch phase aimed to drive hype. By incorporating brand signifiers and humanity to create a storyline, this phase intrigued audiences to follow along. We teased our social audience with short videos and GIF animations, hinting at sparkling news and encouraged engagement with interactive social tactics. By launch day, many knew Prosecco Rosé was on its way and excitement was high. We launched with a stylized video showcasing the gorgeous bottle and highlighted the flavor cues of the new product. We maintained momentum throughout the rest of the month with inspirational photography and additional content showcasing the now-famous La Marca Prosecco Rosé bottle.
By the end of the campaign, social engagement and interactions were at all-time high for the brand, and that’s without paid media backing.
Credits
On-Fig Photographer: Tom Schirmacher
Stylist: Marina Munoz
Hair: Shin Arima
Makeup: Renee Garnes
Still Life Photographer: Joel Stans
Art Dept/Set Designer: Maria Santana
Agency: KNOCK Inc.
Creative Director: Carla Fahden
Art Director & Social Content: Diana Albrecht
Writer: Peter Ripple
Account: Kelsey Marquardt