Cavit is the best selling Italian wine in America — but a surprising number of U.S. wine drinkers aren’t aware of its Old World origins, says Bill Tucker, CEO of Cavit’s ad agency, Agency 212.
So Agency 212 is silencing the more universal vernacular of Cavit’s “Elevating Life” campaign in favor of a heavy Italian accent. The ad shop is launching a new series of print ads for the vintner with the campaign line “To America, love, Italy.”
Three simple, elegant ads attempt to skew younger by showing twenty-something wine drinkers enjoying Cavit. The ads will rotate in such publications as Cooking Light, Cucina Italiana, Food, Food and Wine, Wine Enthusiast, and Wine Spectator. The campaign will be supported with radio and TV spots, as well as online advertising on Foodnetwork.com and Myrecipes.com.[more]
“Cavit is the number one Pinot Grigio in America,” says Tucker. “To hold onto this status we wanted to make certain that we have the edge over other Pinot Grigios including the domestic ones.”
Tucker claims the campaign is “based on a very strong strategic insight.” The agency’s research revealed that American wine consumers have the strongest affinity for Italy and France when it comes to their libations. Since Cavit is not always recognized as Italian, the campaign looks to leverage its continental roots. Cavit itself is helping to reinforce the campaign at its 6th Annual Gourmet Pizza Classic where it is offering a chance to win a trip for two to Italy. Salud!