On 22 June, Francis Ford Coppola Winery kicked off its first national campaign in the United States via television, digital and social channels for its top-of-the-range wine, “Coppola Diamond Collection”.
In 2010, Francis Ford Coppola inaugurated his estate in the famous Sonoma Valley, in Geyserville, California. The concept includes not only a vineyard, but also a tourist resort and a film museum. As for nectars, in addition to Diamond Collection, Francis Ford Coppola Winery produces the sparkling cuvées Sofia and the exclusive wines Francis Coppola Reserve.
The fifth ‘super-premium’ wine brand in the United States, ‘Coppola Diamond Collection’ has already become almost as popular across the Atlantic as the multi-award-winning director… “Coppola Diamond Collection is a strong brand, whose sales growth currently far exceeds that of the super-premium wine category,” says Gabriela Becker, the winery’s vice-president of marketing. But there’s no question of resting on our laurels…
Several million dollars
The idea is to further enhance the aura of this precious beverage by borrowing from the director’s art of storytelling and drawing inspiration from its resilience. The campaign, devised by Los Angeles-based agency High Wide & Handsome, spares no expense. At a cost of several million dollars, it “will reach consumers across a range of touchpoints, including streaming TV, digital advertising and social media.”
Featured photo : © Francis Ford Coppola Winery