Prosecco goes Pink

Industry - BEVERAGE – Wine and import

Ethica Wines
GOAL
Increase the brand awareness on digital media in the US
OUTPUT
Social media campaign in February for Gioiosa Rosé, plus influencer marketing, paid media advertising and social branding
YEAR
2021

It was rosé at first sight!

Prosecco La Gioiosa dresses up in pink for the American market! Made in Itaca helped Ethica Wines, an importer and distributor of Italian wines in the world offering the toolbox to create this new look.

Working side by side with Ethica Wines, which guides the winery of Villa Sandi in their conquest of the US market since 2019, Made in Itaca has built a social media campaign to launch and strengthen its brand awareness. After the successful debut in 2020, it picks Valentine's Day for the last stretch.

The social media campaign in February focused on a product that had just arrived in North America: La Gioiosa Prosecco Rosé, a new prosecco to celebrate every shade of love.

50 shades of… pink! With all the channels of the campaign

After a work of brand positioning and the creation of a creative suite meant for the US consumer, the Instagram page of lagioiosa_usa was born, for which we have designed a branding strategy with an exclusive design for Valentine's Day, which included photo shooting, Gif, stickers, influencer packaging and giveaways.

Moreover, we've created a digital advertising campaign (Facebook, Pinterest and Google Ads), a giveaway activity with three influencer-partners, a landing page connected with the e-retailer partners and direct emails to B2B contacts to support the Instagram channel.

The goal: reaching the ideal audience of this new brand in the US. The cherry on the pie? An activity with Costco influencer marketing with the possibility of a direct link with the purchase of the product, so that this Italian brand could land on the other side of the ocean and be put "in contact" with this new land.

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