Freixenet – From Minelli to Scorsese
Category: Idea for New product or New content.
SUMMARY – FREIXENET. FROM MINELLI TO SCORSESE.
This is a story about a famous brand of sparkling wine from Spain called, Freixenet. In particualr it is a tale of how a change in communication strategy inspired a radical change in creative work which, in turn, helped the brand justify a 30% increase in price in a declining market.
The paper describes how a long-running, TV advertising campaign was transformed into some highly original long-form branded content. The centre-piece of the creative work was a 9 minute...