Freixenet launches Cubist-inspired campaign

By Jo Gilbert

Published: 05 July, 2016

Freixenet premium cava has launched a multimedia campaign to promote its ICE range.

Freixenet cava has launched a multimedia campaign to promote its ICE range.

The campaign draws inspiration from Freixenet's Spanish heritage to create visuals based on the work of Pablo Picasso and the Cubist movement.

"We wanted to bring to life the independent spirit of Freixent ICE - a new drink of choice for independent minds. And what better way to communicate the product's individuality and energy than a contemporary interpretation of the abstract art movement which we call 'ice cubism'," said Stephen Lynch, creative director at Aesop Agency, which is responsible for the campaign.

Photos of the bottle and the serve were printed out and modeled into cubes.

Aesop will run the campaign in print, digital and outdoor settings with the strapline "A new dimension in Cava".

Liza Madrigal, head of marketing at Freixenet UK, said: "As a global brand with a history and reputation in sparkling wine, we needed a strong campaign that reflected the personality of our master brand and the uniqueness of Friexenet ICE. Aesop's creative approach was both strategic and fresh; it allows the consumer to appreciate cava in a totally different way."

This comes following the announcement from the CRDO del Cava (Cava Regulatory Board) that they were launching a new premium category for Spanish sparkling wines to create distance between low and high quality Cavas.

Single Estate Cava - or Cava del Paraje - is a new classification which will only include wine made with grapes from exceptional estates and terroirs.

The announcement was made on June 13 in Barcelona, where it was revealed that the Single Estate Cava will be exclusive to the DO Cava category.

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