Campaign - Robert Mondavi Danzante
Danzante wines is the joint venture between Robert Mondavi of Napa Valley and Marchesi de' Frescobaldi of Tuscany, Italy two of the oldest, most distinguished winemakers. The challenge was to launch this new wine in a fresh way. Developing a brand position of selling tradition in a non-traditional way was the key to success.
Danzante is Italian for "dance" or "dancing" so a dance theme was chosen as a keystone for the brand. The energetic theme line “Gotta Danzante” — short, sweet, and youthful — set the tone for a launch centered on dance and movement. The campaign helped Mondavi stay on the leading edge of creativity and the wine industry itself.
Results: The wine was an instant hit, the Robert Mondavi annual report stated that Danzante "posted strong sales" for the year.
