FRANZIA

franzia-hero-color

BUILDING BUZZ WITH MERCHANDISE & MESSAGING

clover-squiggle-2

CHALLENGE

Franzia first introduced its HALLOWEEN COSTUME in 2020. The challenge in 2021 was to create excitement with CONSUMERLIFESTYLE and TRADE MEDIA with the launch of Franzia’s new-and-improved Halloween costume.

21Franzia_NovDec_Glow in the Dark384_1x1
21-Franzia-Oct-HalloweenCostume

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 & WineThrillistFood 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.

Franzia Dark Red Blend

OUR WORK

squiggle-3

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