Aperol Spritz has blown up as a summer drink and Jacob’s Creek wanted to launch a new, pre-mixed Prosecco Spritz to compete. But with popularity comes competition, and the category was already crowded. So they enlisted us to create a campaign that would stand out while still being true to a functional flavour message. Oh, and it had to be fun.
We realised straightaway that Aperol didn’t own the term “Spritz” - so our strategy was to steal it from them. We wanted to define Prosecco Spritz - and own the meaning of the category in doing so.
“Pop and Spritz” did just that. We de-coupled “Spritz” from Aperol while defining the character of the new product - bubbly, cheeky, fun, premium.
The campaign lived where our audience did - in online video and out-of-home. We created a suite of 10-second and 5-second videos that brought to life the character of the Spritz with CGI. Together with Limehouse Creative, we filmed the actual “pop” of Prosecco Spritz in super-slow-motion and created headlines out of the product itself with CGI.
In addition, we delivered out-of-home assets that featured the 3D liquid text and reinforced the messaging in the online video, delivering on appetite appeal in spades.
The campaign only launched recently, so we don’t have sales data just yet. But stay tuned on this page - they’re coming soon, and we can promise they’re worth the wait.