Trivento boosts sales with multi-year ad partnership with the Discovery Channel

South American wine brand Trivento has launched a new series of idents celebrating “real life discoveries” as part of its partnership with the Discovery Channel.

Eight idents will appear across Discovery, Quest, DMAX, and dplay, and mark the 3rd year of its partnership with Discovery.

The idents, which will screen during the ad breaks for shows such as Salvage Hunters, Gold Divers, Coopers Treasure and Gold Rush, celebrate ‘Real Life Bold Discoveries’, riffing on an earlier campaign which was rolled out last year online.

Trivento’s marketing manager, Preety Johl, said: “We want to celebrate people’s discoveries and boldness, whether big or small, and encourage them to share their experiences with others, capturing eight examples across a diverse group of people and their discoveries, which reflect the much wider audience group.”

Trivento first partnered with the Discovery Channel as part of its ‘Bold Discoveries’ campaign in 2018, becoming the sponsor of documentaries across four channels.

The group attributes this partnership to a surge in brand awareness and, ultimately, sales. In the year to 22 February, Trivento’s sales grew 46.4% in value, according to Nielsen Scantrack data. Meanwhile, according to Kantar, the brand’s “household prenetration”, the percentage of customers you reach at least once in a defined period of time, has risen to 4.8% in the past year.

Emma Ashton, head of marketing at Concha y Toro UK, said: “It feels like this is the breakthrough year for Trivento as a mainstream wine brand. It has shown phenomenal growth over the past 5 years, and now recent distribution gains as well as co-ordinated marketing campaigns are pushing it even further on.”