#OpenUPCAVA
Client: Segura Viudas Cava | Year: 2017
Segura Viudas Cava, a portfolio brand of Freixenet, is the largest sparkling wine distributor in the world. They gave us a challenge: “Italian prosecco is taking over the market. Our Spanish cava tastes better, has a better price point, but nobody knows about it. We must grow market share by engaging Millennial Females.”
So the Open Up campaign was born. Competitor brands were all promoting a similar lifestyle for the female millennial target: they were pretty, prissy and perfect. The campaigns all represented a perfect day--a beautiful party with only beautiful people. Through research and experience, we understood there was more to the target than this, and more effective ways to engage her. Our SVC Millennial wants to be herself--and is defining who she is by being open to new experiences, people, and adventures--not by conforming to expected norms.
