Freixenet launches VIP campaign

Freixenet has launched a new marketing campaign as part of its increased activity in the UK.

The Freixenet Very Important Parties (VIPs) will combine events, digital and social media as well as consumer and trade advertising.

The campaign seeks to engage Freixenet’s target markets with its “core values of fun, style and spontaneity”.

One aspect of the online social media will be a Facebook page where users can choose which of their friends they want to invite on a spontaneous night out.

If they gather their friends together and beat the deadline they will be in with a chance to win invitations to a number of VIP events, the first being a dancing masterclass with Strictly Come Dancing star, Brendan Cole.

In the off-trade, neck-collars each with their own code will be available and will give consumers the chance to join a VIP event online, where prizes worth over £100,000 will be up for grabs from Sony flat screen TVs to Christian Louboutin shoes.

A similar scheme will run in the on-trade, with venues around the country being encouraged to host VIP events.

Suzanne O’Hara, head of marketing, said: “Freixenet’s market share has increased over the past six months and we are stepping up our marketing activity to ensure we continue to stand out in the sparkling wine category.

“The integrated campaign involves all our agencies. By creating live events around the country and opening a dialogue on-line, we aim to reach and engage our key audiences with a campaign that reflects our cosmopolitan, feel-good personality and enhances our brand positioning with both trade and consumers.”

Rupert Millar, 10.11.2010