Mionetto Prosecco global campaign to be brought to life in travel retail

By Luke Barras-hill |

Henkell Freixenet has introduced a new international image campaign for its Mionetto Prosecco brand that expects to be visible in travel retail environments in the future [see below video].

The leading sparkling wine producer aims to bring Italy’s famed dolce vita to different cities around the globe via a multi-channel campaign, effective this month.

This highlights the attributes of the best-selling international prosecco on TV and through cinema, in print, digital, online and out-of-home-advertising.

The strapline ‘Join Mionetto. More than Just Prosecco’ is featured on commercial imagery showing two globetrotters jumping from one location to the next.

From Rome to London, Berlin, New York and the vineyards of Valdobbiadene, the travellers enjoy each destination with a drink among friends.

FLEXIBLE TO LOCAL MARKETS

“As this is a global campaign it will definitely also appear in one or another GTR environment,” confirmed Henkell Freixenet, which added that concrete execution options are currently being looked at.

“As the campaign is talking about moving from one great place in the world to another, always accompanied by Mionetto, this is the perfect theme for a campaign in global travel retail.”

Henkell Freixenet says more than 70 different cuts have been created to bring Italy’s famed dolce vita to different corners of the globe. The commercial and various ad motifs of the campaign, live from this month, communicates the brand’s core content across TV, print, digital, online video, cinema, OOH and DOOH.

The campaign* can be flexibly adapted to the requirements of specific local markets, says Henkell Freixenet, allowing conventional urban/rooftop bar scenes to be adapted for different international versions.

“The new campaign showcases all the beautiful aspects of the Italian lifestyle and allows people to engage with the personality and history of the Mionetto brand – a universal brand deeply rooted in the Venetian region, with the power to fascinate consumers no matter what the occasion,” commented Paolo Bogoni, Chief Marketing Officer and Management Board Executive Mionetto SpA.

“The campaign perfectly captures our goal, which is to consolidate the identity and the values (heritage, Italian zest for life, premium quality and first class taste) of Mionetto as a synonym of prosecco, both in the perception and in the choice of the international consumer.”


*Developed by Vicky Gitto and Roberto Battaglia, Creative Directors and Founders of the GittoBattaglia22 agency.

Multiple-award-winning director Igor Borghi and The Big Mama film studio produced the video. The music for the commercial, reminiscent of Italian cinema, is by Enzo Casucci.

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