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