Rich Secco: The rich b!tch fridge

This case study describes how Rich Secco, a German canned Prosecco drink brand, used social media to connect men and women online.

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...

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