Regional design boutique
Freixenet - Cordon Negro
Putting the 'black bottle' on TV
Situation
- Selling exclusively through a direct sales force this wine supplier's business had plateaued.
Response
- To revitalise sales growth the consultant advocated appealing direct to the major multiples and off-licence chains with the offer of the shipper's main Spanish sparkling wine brand - Freixenet's Cordon Negro.
- To improve the attractiveness of the offer it was proposed to use TV in the London area.
- A hard-hitting, inexpensive 30 second TV commercial daringly featuring a completely black screen for 15 seconds was produced’.
- Over the advertising periods the brand's growth remained ahead of national and London region trends by a factor of 5.
- Long-after the advertising campaigns had finished Cordon Negro's sales continued to outstrip all sparkling wine competitors, as well as securing and retaining a unique and distinctive consumer niche.
Value Added
Television secured the 'black bottle' positioning and Cordon Negro became the City's sparkling wine of choice.
