“Lanz yourself to listen to you, to stop, to speak with you, to break the inertia, to change, to do what you really want …“
LAN Bodegas A transformation of their visual identity has been launched to a repositioning, to initiate a new brand stage, and encourage consumers to do the same, to live and enjoy what they really like and care. He does it with his new communication platform, “Give yourself a yes,” conceived at the strategic level by Gravitawhich has also worked territory and brand architecture, voice tone, visual identity and packaging design.
All this has been materialized in the creative concept and campaign “Lánzate”designed by the creative agency Mono Madrid, It is a change in the tone and style of Bodegas Lan and that now articulates its new strategic proposal around the rupture of conventions and the “decomplication” of wine, A category often marked by social prejudices and norms. The company’s intention is to connect with consumers in a closer way and adapting to current consumption habits.
In this sense, “Lánzate” is a call to make decisions guided by instinct, by pleasure and indulgence, but also because of consciousness. Regarding its category, Bodegas Lan invites you to set aside the protocol and classic conventions of the wine world. He expresses it in this manifest video.
The campaign consists of a series of pieces that delve into the Rupture of the usual codes of wine consumption. Thus, it proposes a series of situations, recognizable and identifiable, which also collect insights of consumer behavior, such as combining wine with a kebab or adding ice to drink.
The invitation to break the protocols is also shown through the use of a bottle as a roller to knead, while the connection with users is also searched with a piece of a man dancing to the one who “does not hit” dancing.
Has had the producer Bosalay.
The message also moves through a series of graphic pieces.
The different pieces also show the Visual identity of Bodegas Lan and his new design of a packaging, developed by the branding agency Gravita. It is a more modern, daring and striking aesthetic.
Regarding logoleave behind its classic forms and capital letters, to embrace rounded shapes, in lowercase letters, which seeks a greater connection with the root and raw material, and evoke the earth and origin. The chromatic, vibrant and brave palette breaks with the conventional codes of the Rioja.
As they point out from Bodegas Lan, repositioning is born from the certainty that the world of wine needs New impulses. “We have changed, to continue betting on who we are, a brave brand that imagines a different world and capable of emotionally connecting with the consumer, not only with the wine”; Alberto Saldon, Marketing Director of the company, has commented in a statement sent by Mono Madrid.
On the other hand, from the agency, they point out that the challenge has been to balance the visual force and work of Gravita, with the Emotionality of the message brand and focus on people. “We have tried to convert the company’s so clear vision of decomply”Said Bitan Franco, founder and Chief Creative Officer of Mono Madrid.
“Lanzate” aspires to impact 14 million consumers. The Media Plan, Agency Responsibility Rebb, It raises activations of exterior advertising, press, digital, online radio, social networks and connected television platforms.
