Freixenet - From Minelli to Scorsese

From 2006 the total Cava market began to decline for the first time. Freixenet's volume growth was to be challenged so in a move to grow value rather than volume the price of Freixenet was increased by 30%.

Freixenet – From Minelli to Scorsese

Category: Idea for New product or New content.


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...

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