Food and drink - Chilean pink fizz is a hit with the girls

Campaign: Launching Fresita rose wine to the consumer market Client: Paragon Vintners PR team: Bottle PR Timescale: January - May 2008 Budget: £13,000

Food and drink - Chilean pink fizz is a hit with the girls
Food and drink - Chilean pink fizz is a hit with the girls

Fresita is a blend of Chilean sparkling rose wine infused with Patagonian strawberries. Paragon Vintners owns the distribution rights for it in the UK.

Objectives

- To generate coverage across consumer and wedding titles, national and regional lifestyle press, women's weeklies and food and drink magazines

- To position Fresita as fresh, new, unique and natural.

Strategy and plan

Bottle's campaign revolved around the message that Fresita is a drink to enjoy with friends, family and colleagues and is a fun, premium product.

It teamed up with The Energy Clinic in London to hold a 'Girls' Night In' and invited journalists from a selection of target titles.

Measurement and evaluation

Fresita was featured in the Daily Star, Sunday Express, Perfect Wedding, Prima, Woman and Home, Yours, Love Food Love Drink, Zest, SHE, You & Your Wedding, Delicious, That's Life and Wedding Ideas.

Samples were requested by a further 14 journalists.

Results

Fresita was included in goody bags for www. heatworld.com for a Sex and the City themed event.

Year-on-year sales of Fresita increased by 80 per cent.

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