Context
Born in 1850, Gancia created the first Italian sparkling wine in 1865 in the region of Piedmont. Since then, Gancia has become an important element of the Italian culture and heritage. Since 2017, Saltimbanque accompanies Gancia in the elaboration of its new brand strategy.
Challenge
How to reveal what makes the strength of Gancia while avoiding to use the traditional codes of wine advertisements?
Action
The starting point of Saltimbanque was very simple: with Gancia, everything is beautiful. The wine, the fabrication, the vineyards: the obviousness of beauty stroke us. Rather than simply contemplating it, the agency has proposed to Gancia to offer to its clients the possibility of drinking it. « Drink beauty » became the official signature of the brand. It has been declined on every facet of the identity of Gancia: packaging (bottles, gift boxes), key visuals, videos, advertisings, events (Vinitaly).
Result
While up until then, Gancia accumulated losses, the sales went from 22 millions in 2017 to 28 millions in 2018.
