Campaign - Robert Mondavi Danzante
Challenge: The launch of Danzante wines, a joint venture between two of the oldest and most distinguished winemakers—Robert Mondavi of Napa Valley and Marchesi de' Frescobaldi of Tuscany, Italy—required a fresh and innovative approach.
Approach: The brand position focused on "selling tradition in a non-traditional way." A central theme of "dance" was chosen, reflecting the Italian meaning of "danzante." This led to the creation of the youthful and energetic theme line, "Gotta Danzante."
Results: The campaign was successful. The wine was an "instant hit," and the Robert Mondavi annual report noted that Danzante "posted strong sales" for the year.
Role: Brand strategy, messaging, copywriting, creative direction.
