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On 22 June, Francis Ford Coppola Winery kicked off its first national campaign in the United States via television, digital and social channels for its top-of-the-range wine, “Coppola Diamond Collection”.
In 2010, Francis Ford Coppola inaugurated his estate in the famous Sonoma Valley, in Geyserville, California. The concept includes not only a vineyard, but also a tourist resort and a film museum. As for nectars, in addition to Diamond Collection, Francis Ford Coppola Winery produces the sparkling cuvées Sofia and the exclusive wines Francis Coppola Reserve.
The fifth ‘super-premium’ wine brand in the United States, ‘Coppola Diamond Collection’ has already become almost as popular across the Atlantic as the multi-award-winning director… “Coppola Diamond Collection is a strong brand, whose sales growth currently far exceeds that of the super-premium wine category,” says Gabriela Becker, the winery’s vice-president of marketing. But there’s no question of resting on our laurels…
Several million dollars
The idea is to further enhance the aura of this precious beverage by borrowing from the director’s art of storytelling and drawing inspiration from its resilience. The campaign, devised by Los Angeles-based agency High Wide & Handsome, spares no expense. At a cost of several million dollars, it “will reach consumers across a range of touchpoints, including streaming TV, digital advertising and social media.”
The name ‘It Takes Time to Make a Diamond’ sums up the thrust of the campaign: to unravel “moving stories of remarkable people who have faced adversity and persevered, starting with the founder of the estate, acclaimed film director Francis Ford Coppola”. The aim is to draw a parallel between “the complex story of the wine in the bottle, the founder of the winery and the lives of those who enjoy Diamond Collection wines”.
In-depth study
“It’s an honour to tell a small part of Francis Coppola’s inspiring story of creativity and perseverance,” explains Gabriela Becker. The campaign “is based on the results of an in-depth consumer study carried out in 2022, which revealed a fascinating link between Francis Coppola Diamond Collection consumers of all ages, genders and geographical areas: namely, the sense of achievement gained from overcoming adversity at an early stage in life”.
A common thread
According to Gabriela Becker, “this same thread links the brand’s consumers to Francis Coppola himself, who has often noted that adversity has served as a catalyst for some of his greatest ideas and inspirations”.
A statement that resonates with the famous ‘American Dream’, and one that should go straight to the heart of its inhabitants. Gabriela Becker and her team are in no doubt: “We expect this campaign to further strengthen the Diamond Collection brand with our existing consumers and, thanks to its emotional power and strategic media distribution, to attract new consumers to the Coppola fold”.
Delicato Family Wines
Francis Ford Coppola Winery is part of Delicato Family Wines, one of the ten fastest growing wineries in the United States. Founded in 1924, this fourth-generation family business is one of the largest wineries in the United States, Germany and Chile. It has a diversified portfolio of leading wine brands: in addition to Coppola Diamond Collection and Sofia, in California these include the fine wines of Delicato, Black Stallion Limited Release (Napa) and Diora (Monterey); in Germany, Schmitt Söhne Family Wines; and imported luxury estate wines such as Stoneleigh (New Zealand) and Torbreck Vintners (Australia).
Read also > English sparkling wines are booming
Featured photo : © Francis Ford Coppola Winery[/vc_column_text][/vc_column][/vc_row][vc_row njt-role=”not-logged-in”][vc_column][vc_column_text]
On 22 June, Francis Ford Coppola Winery kicked off its first national campaign in the United States via television, digital and social channels for its top-of-the-range wine, “Coppola Diamond Collection”.
In 2010, Francis Ford Coppola inaugurated his estate in the famous Sonoma Valley, in Geyserville, California. The concept includes not only a vineyard, but also a tourist resort and a film museum. As for nectars, in addition to Diamond Collection, Francis Ford Coppola Winery produces the sparkling cuvées Sofia and the exclusive wines Francis Coppola Reserve.
The fifth ‘super-premium’ wine brand in the United States, ‘Coppola Diamond Collection’ has already become almost as popular across the Atlantic as the multi-award-winning director… “Coppola Diamond Collection is a strong brand, whose sales growth currently far exceeds that of the super-premium wine category,” says Gabriela Becker, the winery’s vice-president of marketing. But there’s no question of resting on our laurels…
Several million dollars
The idea is to further enhance the aura of this precious beverage by borrowing from the director’s art of storytelling and drawing inspiration from its resilience. The campaign, devised by Los Angeles-based agency High Wide & Handsome, spares no expense. At a cost of several million dollars, it “will reach consumers across a range of touchpoints, including streaming TV, digital advertising and social media.”
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On 22 June, Francis Ford Coppola Winery kicked off its first national campaign in the United States via television, digital and social channels for its top-of-the-range wine, “Coppola Diamond Collection”.
In 2010, Francis Ford Coppola inaugurated his estate in the famous Sonoma Valley, in Geyserville, California. The concept includes not only a vineyard, but also a tourist resort and a film museum. As for nectars, in addition to Diamond Collection, Francis Ford Coppola Winery produces the sparkling cuvées Sofia and the exclusive wines Francis Coppola Reserve.
The fifth ‘super-premium’ wine brand in the United States, ‘Coppola Diamond Collection’ has already become almost as popular across the Atlantic as the multi-award-winning director… “Coppola Diamond Collection is a strong brand, whose sales growth currently far exceeds that of the super-premium wine category,” says Gabriela Becker, the winery’s vice-president of marketing. But there’s no question of resting on our laurels…
Several million dollars
The idea is to further enhance the aura of this precious beverage by borrowing from the director’s art of storytelling and drawing inspiration from its resilience. The campaign, devised by Los Angeles-based agency High Wide & Handsome, spares no expense. At a cost of several million dollars, it “will reach consumers across a range of touchpoints, including streaming TV, digital advertising and social media.”
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[/vc_cta][vc_column_text]Featured photo : © Francis Ford Coppola Winery[/vc_column_text][/vc_column][/vc_row]
