Design consultancy: Hunt HansonAdvertiser: Freixenet
Executive Summary
Freixenet is one of the world's largest producers of sparkling wine. After a century of non-stop growth, the first years of the twenty-first century saw a reversal of fortunes for this Spanish Cava producer.
A new rival entered the market. Prosecco. Produced in Italy, this new sparkilng wine, with its softer bubbles, seduced millions around the world with its easy to drink, stylish Italian sexiness.
Prosecco was threatening Freixenet's future. The company's response broke all the marketing rules. Instead of attacking this rival, they decided join them. And did so...