Freixenet unveils new pack design ahead of new campaign

Freixenet Cordon Negro BRUT 75clb new

Leading Spanish sparkling wine brand Freixenet is revamping the pack design of its Cordon range to reflect the cavas’ quality, heritage and style.

Starting with the flagship Cordon Negro bottle this month, it features a fresh, sleek look, with a sharper brand logo and bold neck design.

The new design will be supported by a global campaign under the banner of “Be Freixenet”, including a £1million marketing activation plan in the UK.

Launching nationwide from October, the UK campaign will comprise outdoor advertising, consumer press advertising and digital advertising. Due to run through 2015, it is expected to increase consumer awareness and engagement with the Freixenet brand.

The new pack design for the Cordon range was tested across several markets as part of global research commissioned by Freixenet, which demonstrated that it plays a significant role in purchase intention, with more than 80% of consumers saying they would buy Freixenet.

Liza Madrigal, head of marketing at Freixenet UK, said: “This is a very exciting time for Freixenet. We are one of the first markets to launch the new pack design across the Cordon range, starting with our iconic Cordon Negro bottle and what’s more, we will be supporting this with a highly engaging 360 degree marketing campaign, ‘Be Freixenet’.

“The visually striking Freixenet bottle has been voted amongst the top three most-loved designed bottles in the world. By stocking the newly designed bottle from a brand that consumers trust, licensees have the opportunity to leverage this iconic black bottle to signpost the sparkling wine category in outlet.”

The new packaging design will also be featured across the rest of the Cordon range, with Cordon Rosado’s new pack design appearing in November this year, followed by Cordon Oro at the beginning of 2015.

Sparkling wine is the fastest-growing category in beer, wine and spirits in both the on- and off-trade, and the only category in double-digit growth.

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