RICCADONNA IS A 100 YEAR OLD ITALIAN SPARKLING. THEIR ASTI VARIETY IS SWEET, CHEAP, BOLD AND BUBBLY, AND THEY’RE PROUD OF IT.
FOR THEIR FIRST EVER CAMPAIGN, THEY WANTED TO ADDRESS THEIR DEMOGRAPHIC (WOMEN OF 45) AND STAND OUT AS THE SPARKLING WINE THAT’S PROUD OF IT’S SWEETNESS, PRICE POINT AND AGE.
+
CONCEPT
DESIGN
ART DIRECTION
COPY WRITING
+
ALCOHOL
FOOD + BEV
My goal with this campaign was to champion women aged 45+. The campaign line ‘ Unapologetically You’ refers to the common spike in confidence women of that age experience as they get a second, powerful wind in life.
These women often begin to lean into the characteristics that make them unique, much like Riccadonna Asti. Unlike its competitors, however, Ricca doesn’t shy away from their sweetness, they don’t pretend to be a luxury brand, and the love how well they’ve aged.
+
Studio - TBWA\Sydney
Design Director - Chris Mawson