Cava brand says 'we are not Champagne, we are Codorniu' in new ad campaign

By Gemma McKenna

Published: 08 December, 2014

Cava producer Codorníu has launched a global ad campaign which emphasises the brand's suitability for all occasions and its differences to Champagne - "we're not big on formalities, we prefer hugs and kisses" - in time for Christmas.

The 30 second advert will air at UK cinemas thoughout December and be supported by sampling at five London Picturehouse cinemas - the brand estimates it will reach over 3.5 million consumers.

While sparkling wine sales have been on the up and up in the UK - up 15% to £541 million in the off-trade in the year to July 20, 2014, according to Kantar Worldpanel, Cava has not fared as well as its Italian cousin Prosecco. Kantar's Kevan Mulcahey said shoppers were trading up within the category, from Cava to Prosecco and Prosecco to Champagne, limiting the Spanish sparkler's growth. Cava's growth has stalled with sales only growing by 0.1%, while Prosecco has jumped 74.6% in sales in the same period.

This new campaign from Codorníu's will focus on the brand's "lifestyle credentials and links with gastronomy and fashion", and "reinforce its rich heritage as a Cava pioneer", it says. It introduces two new brand ambassadors, Michelin starred chef Jordi Cruz and Spanish fashion designer Miriam Ponsa, who will both represent Codorníu throughout 2015.

The ad has been produced by award-winning director Toni Segarra, who has previously worked on campaigns for BMW amongst other high profile accounts.

Codorníu chief executive, Javier Pagés, said: "This campaign marks a new strategic direction for the Codorníu brand. The aim of our new global advertising campaign is to show that Codorníu is much more than a Cava brand. We don't want to compare ourselves with Champagne but to highlight our brand's heritage, personality and quality."

Earlier this year, Codorniu's managing director Nick Mantella left the business after a 12-year stint. He was replaced at the beginning of October by John Hearn, global commercial director for Diageo's wine arm Percy Fox, who has since left the business. The group also recently appointed a new senior national account manager Mark Rimmer, who joined from Intercontinental Brands.

Printer friendly version