Building Buzz with Merchandise & Messaging
Franzia first introduced its Halloween costume in 2020. The challenge in 2021 was to create excitement with consumer, lifestyle and trade media with the launch of Franzia’s new-and-improved Halloween costume.
Double Forte crafted key messaging to highlight the new features of the Franzia Halloween costume, such as the costume’s ability to dispense Franzia wine. This messaging was leveraged in a press release issued on Business Wire and individually pitched the news to wine trade and consumer lifestyle media contacts. Due to supply chain issues, lifestyle images were not available at the time of announcement and leverage in follow-up with media one week after the press release.
Media enthusiastically embraced Franzia’s Halloween costume’s new features resulting in over 175 million impressions. Coverage included not only online stories from Food & Wine, Thrillist, Food Network, and Mashed, but also broadcast coverage on regional news programs, plus a called out on The Late Show with Stephen Colbert. This momentum lead to future merchandise announcements from Franzia.