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Della Vite launches ‘cheat on Champagne’ billboard campaign
The Prosecco brand, founded by the Delevingne sisters, has launched its first-ever billboard campaign challenging consumers to swap Champagne for Prosecco.
Della Vite, the Prosecco brand co-owned by models Cara, Poppy, and Chloe Delevingne, has launched its first-ever billboard campaign this Christmas, positioning its Prosecco as the festive drink of choice over Champagne. The London-centric campaign, which features eye-catching slogans such as ‘cheat on champagne’ and ‘get off on taste’, is designed to disrupt the traditional festive drinking culture and encourage consumers to explore premium alternatives.
Since its inception in 2020, Della Vite has aimed to revolutionise the Prosecco category with high-quality offerings that rival Champagne. Last year, the brand secured £3 million funding to accelerate growth in key markets.
Head of marketing Izzy Maxwell commented that Christmas and New Year are, naturally, key periods for the brand, with the campaign designed to boost visibility during the peak season. “Our mission to spread the word has ramped up this year as we’ve secured more high-end accounts across the capital, and recognition of our quality amongst the on-trade and off-trade grows,” she said.
The Delevingne sisters’ Prosecco range includes the Superiore DOCG and Rosé, both produced in Valdobbiadene at the renowned Foss Marai Winery, and the 0% Della Vite Zero, which launched in June 2024. The non-alcoholic offering is exclusively available through Selfridges, while the main Prosecco range can be found in Sainsbury’s.
Both the Superiore DOCG and Rosé received gold medals in The Drinks Business Prosecco Masters 2024.
The campaign’s creative features images of the Delevingne sisters enjoying their Prosecco in various settings, adding a personal touch to the brand’s appeal. The billboards, rolled out across tube stations and bus shelters, were designed by agency Trends and Culture. The brand has also expanded into Travel Retail this year through partnerships with Avolta and Lagardère, further solidifying its presence in the global market.
Della Vite’s marketing and product diversification reflect a broader industry trend towards offering premium, innovative options that appeal to a diverse and growing consumer base. As more drinkers seek out alternatives to Champagne, Della Vite is striving for a key position in the premium sparkling wine sector, with the Delevingne sisters at the helm of the mission.
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