Rich Secco: The rich b!tch fridge
Campaign details
Advertiser: Rich SeccoAgency: Cheil GermanyCategory: Use of Mobile Social MediaRegion: EMEA
Strategy
Rich Secco is the #1 canned Prosecco drink in Germany for the target group of women 18–29, sold exclusively in bars and clubs.
But these women often don't have to buy drinks themselves when they go out, because guys invite them. However, guys aren't always in bars and fancy clubs – whether they didn't get in or just want to hang around with their friends. So the strategy and the idea was to...