Codorníu launches new ad campaign

Cava producer Codorníu is rolling out a new million-pound marketing campaign to boost the drinks appeal among millennials.

The Spanish sparkling wine producer has launched a Youtube advert featuring Spanish actress Leonor Watling as a latter-day fairy godmother which is designed to position Spanish sparkling wine – in particular the company’s Anna Blanc de Blancs and Cuvée Barcelona – as an aspirational drink for celebrations.

The ‘Something wonderful is about to happen’ ad is also running on digital panels in Tesco stores across the UK from this week, targeting more than 500,000 UK consumer, supported by competitions in consumer publications.

The global campaign will also run on TV in Spain, with a print campaign rolling out across Europe and the United States.

Codorníu Raventós CEO Javier Pagés said the company was extremely proud of its latest campaign which was created to reinforce the brand’s premium credentials and reach a younger demographic.

“’Something Wonderful is About to Happen’ positions Codorníu as essential to any celebration, a message that will define our marketing activity, not just over Christmas, but into 2017,” he said.

Speaking to db recently Codorníu Raventós’s Communication and RTC Manager Victor Sanchez said Cava was making great efforts to show the consumers and the trade that it is more than an entry level sparkling wine.

“Codorníu launched Anna de Codorníu blanc de blancs for the on-trade and Cuveé Barcelona for the off-trade, and they’ve been really well received. Consumers are understanding that they might pay more for a cava if the quality is there,” he said.

Codorníu launches new ad campaign