TOAST INNOVATIONSMedia Campaign for Sofia Sparkling Wines

MARKETING STRATEGY OUTLINE

Brand: Sofia Sparkling Wines by Francis Ford Coppola Winery

Situation: Sparkling wine perceived as a drink for special occasions. Our objective of this campaign is to change that perception.

Positioning: To position Sofia sparkling wine as an everyday type of drink, since “Every day is an occasion to celebrate.”

Tagline: “Celebrate Everyday. Celebrate with Sofia.”

Target: Young, trendy, fun & fabulous females ages 21-34. Upper/middle income bracket.

Celebrate Everyday.

Celebrate with Sofia.

PRINT AD

BILLBOARD AD

(Billboard with girls out in a nightclub enjoying a can of Sofia mini blanc, along with tagline and website)

Celebrate with Sofia Sparkling Wine

www.FrancisFordCoppolaWinery.com

RADIO SPOT

Sound effects in the background: Bottle popping open.  Sound of sparkling wine pouring into a glass.  Light laughter of female voices and small talk faintly hear in the background.  Glasses clinking together in a toast amid laughter.

Female Voice: "A new year.  A birthday celebration.  A new job.  All great reasons to break open the bubbly.  But Sofia sparkling wine makes every day special.  With hints of roses and fresh fruit, Sofia's delicately light and deliciously refreshing taste is the perfect choice for those casual times spent with friends.  Times that are always worth celebrating.  So the next time you gather with friends, be sure to invite Sofia.  Celebrate Everyday.  Celebrate with Sofia."

"What do you consider an everyday celebration? Follow @SofiaWine and RT w/ your answer.”

MICRO-SITE

(Entry form on landing page)

“Every day is an occasion to celebrate. So every day for the next 30 days, we will be giving away a bottle of Sofia Blanc de Blancs. Just because.”

TOAST INNOVATIONSSofia Sparkling Wines by Francis Ford Coppola Winery