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Trivento teams up with Discovery in major TV partnership
Argentine wine brand Trivento has announced a major new partnership with the Discovery Channel as part of its ‘Bold Discoveries’ campaign, becoming the sponsor of documentaries across four channels.
The campaign will run from 6 April to December, giving the brand 220 hours of coverage each month with a target audience of 25-45 years olds to promote “everyday discoveries”.
A mixture of 10-second ads and 30-second competition spots will appear across four channels, with Trivento the official sponsor of the channel’s documentaries.
The partnership will be supported by the launch of a new label for Trivento Reserve Malbec and a neck collar campaign with six “Ultimate Adventures” to be won. A digital marketing plan covering social media and YouTube will also run simultaneously.
“Trivento has enjoyed a phenomenal few years of growth in the UK market, and we’re proud to be the UK’s favourite Argentine wine brand, with the No.1 Malbec in the market,” said Clare Griffiths, commercial director at Concha y Toro UK.
“Now we’re ready to take the brand to the next level in terms of recognition and household penetration. There is a really strong and authentic brand fit with Discovery; their audiences, like ours, are looking for new experiences and adventures they can share with friends.”
Founded in 1997, Trivento is the UK’s best-selling Malbec with sales of over 360,000 nine-litre cases (Nielsen MAT 24.02.18).
Its range includes Trivento Reserve Malbec, Trivento Reserve Shiraz, Trivento Reserve Chardonnay, Trivento Private Reserve Malbec and Trivento Golden Reserve Malbec.
“Discovery is excited to welcome Trivento as our Official Sponsor of Documentaries across four of our much-loved flagship channels,” said Michael Holt, director of brand partnerships at Discovery. “Together this partnership has produced truly creative and high-quality content which resonates with both Discovery and Trivento’s ambitions to inspire audience’s curiosity and drive them to discover new experiences.”