The sectorial brand Espumante Chile is the result of the joint collaboration between ProChile and the Wines of Chile Association. The campaign seeks to prove the brand's attributes: the freshness, provided by Chile's geography thanks to its towering mountain range and its proximity to the coast and naturalness from being a phytosanitary island, free from any adverse effects on our sparkling wine. Espumante Chile invites you to live a fresher and more natural life: A Natural Fresh Life.
The creation of this brand allows a greater and better development of the sparkling wine category of Chile, contributing to capitalize the wine industry as a whole, bringing the consumers closer, especially the young adults segments, who perceive it as something distant, therefore, contributing to premium wine exports and rising this category position.
Brand's Attributes:
Target markets: Japan, China and Brazil.
Main actions:
The campaign has a strong digital component specially intended for the millennial segment since they already consume it, besides from being a good alternative against other types of alcohol, for both, men and women. The plan considers to performe an ambassador’s programme where the participation on offline events with Key Opinion Leaders (KOL), who will help transmitting the message, and, in turn, posting on social networks. They are looking to promote the category all year long.
