Daily pampering | Any time is good for a toast

24 April 2024

The new Franciacorta advertising campaign celebrates everyday life

Pasta with sauce and crossword puzzles for a lunch for one. Oysters for an aperitif. And for dinner? Pizza and backgammon or maybe sushi and small talk. Any time is good for a toast. The Brescia DOCG wine’s new advertising campaign – presented at Vinitaly 2024 – hails Franciacorta as a loyal companion in everyday life. There are four photographs taken by Francesca Romana Guaglione – The Foodorialist – under the creative direction of Auge Communication: even the most “unremarkable” moments become an opportunity for pampering oneself or celebrating with a good glass of wine.

The advertising claim “Celebrate Any Moment” discreetly accompanies the subjects, almost like a suggestion whispered to the general public encouraging them to celebrate the unique experience of life. Owing to its ability to adapt to any situation, Franciacorta is an ally for those who choose to live to the utmost. An ode to ordinary daily life, which appears through four authentic images, conveying a subtle yet powerful message: each moment, no matter how small or insignificant it might seem, deserves to be appreciated.

Consistent with the recent revamping of its image, the aim is to reinforce the brand’s international reputation by humanising the product, without ever depriving it of the aura of prestige that has always distinguished it. On the contrary, the idea is to lift every moment, even the simplest, to a higher level.

Franciacorta chose the backdrop of Vinitaly to present its new campaign, confirming the strategic importance of this event on the international wine scenario. The iconic “crenellated F” is once more front and centre, graphically framing the shots and accentuating the brand’s distinctive identity. With globally planned distribution in the main target markets, the campaign aims to consolidate the brand’s positioning, responding to the needs of an increasingly informed and demanding consumer.

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