“I am, I am, I am … I will live the wine, to have been born to offer”

Denomination of qualified origin Rioja (Doca Rioja) celebrates “one hundred years living the wine”With an advertising campaign devised by the agency MADRESANTA and that the climax is supposed to the communication strategy promoted by the entity in the year 2021. A plan with which not only has the brand sought but also to promote the consumption of wine trying to connect with the new generations highlighting its power as a creator of good times.

The campaign includes a new announcement, made next to the producer Jupiter Filmsthat follows the search for dynamism, energy and modernity of previous spots. “Watch a river” celebrates wine as a central element of the brand and the region, combining real images with others generated by artificial intelligence. It is the first creative use of this technology by Doca Rioja and seeks to achieve shocking visual effects.

In addition, it is accompanied by a version of the song “I am going”, which popularized singer Julio Iglesias. Through the new letter, the brand not only exalts the wine, but also the cultural and gastronomic wealth of the denomination and the role that the product plays in it and in the life of people.
The announcement concludes with the Claim “Vívete a Rioja”, which seeks talk directly to the consumer and work on the objective of sales dynamization.

As Doca Rioja explains in a statement, the announcement has been shot in different parts of the denomination with a team of more than 30 professionals. Next to the spot, the brand has also shared a video of the Making Of:

“This announcement had a simple simple challenge, exalting and celebrating Rioja’s centenary while positioning and highlighting the qualities of a modern, pioneer and leader denomination“; Íñigo Tapiator, Marketing and Communication Director of the Doc Rioja Regulatory Council, in the statement.”Few regions can say that their denominations are so present in all areas of life and society, it could be said that no one in Spain takes wine as seriously as Rioja, hence that Claim”

The announcement will be executed with adaptations of 20 and 10 ‘seconds on traditional television and digital platforms such as Netflix, Prime Video or Movistar Plus+. It is also available on YouTube and social networks of the brand, and will be activated in national, regional and specialized newspapers and publications.
It also has a radio wedge:

Centenary Doca Rioja

The Media planning is in charge of Mediterranean media and will be executed in three phases: the first from today and during April; The second will imply a reactivation in June, coinciding with the official date of the creation of the Denomination of Origin of Rioja; and a third wave in October. With all this he hopes to reach the 300 million advertising impacts.

The Centennial celebration campaign is the last phase of the Strategy drawn for the period 2021-2025time during which Doca Rioja has worked the generation of value through different initiatives. Among them, he has launched the campaigns “You deserve a rioja” and “Put me another river.”

As explained by the brand, this strategy has allowed you to establish a new communicative tone to connect with young adults. He says that campaigns have exceeded 78% advertising memory among consumers, and have got 47% of users to be shown according to the statement “Rioja has renewed their image, offers more modern wine styles and is more fashionable than 5 years ago.”

Denomination of qualified origin Rioja will carry out near a thirty activities, meetings and special actionsboth in Spain and in other markets – such as the United Kingdom, China, Switzerland, Mexico, Germany and the United States – to celebrate its centenary and promote the product of the region.