FRANZIA
BUILDING BUZZ WITH MERCHANDISE & MESSAGING
CHALLENGE
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.
APPROACH
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.
RESULTS
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.
OUR WORK
Messaging
FRANZIA
Building Buzz with
Merchandise & Messaging
Cause Marketing
CASCADIAN OUTFITTERS
Leveraging Cause Marketing
Product Marketing
THEO CHOCOLATE
Fast Tracking
Holiday Coverage
Integrated Marketing
TORANI
Flavor of the Year
Launch
BOTTLE BACCHANAL
Exclusives Generate Buzz
Media Relations
LIONROCK
Lionrock Becomes the
Go-to Media Source
Influencer Marketing
SILVER SPRING FOOD
Influencers Build Brand Awareness
Event Management
FARM TECHNOLOGY DAYS
Farm Tech Days Exceeds Every Expectation
Integrated Marketing
GOOSE RIDGE
Integrated Approach Builds Momentum
Social Media
RIGONI DI ASIAGO
Introducing Rigoni di Asiago to Millennials and Moms
Event Activation
CLOVER SONOMA
Milk Does a Pop-up Good
Integrated Communications
FRANZIA
Thank You for Being a Franz
Media Relations
BENZIGER FAMILY WINERY
20th Anniversary
Product Launch
LEAFWORKS
Launching a Female-founded Plant Genetics Company
Virtual Event
PRIEST RANCH
Pop Rocks and Rosé
Media Relations
ESA
Garnering Attention for the Gamers