Freixenet's Christmas advert is aimed at a new generation that wants to choose how to enjoy

Freixenet’s Christmas advert is aimed at a new generation that wants to choose how to enjoy

Jane Anderson

December 10, 2024

Freixenet's Christmas advert is aimed at a new generation that wants to choose how to enjoy

Dynamic and visually surprising. That’s how it is Christmas advertisement Freixenet with which the brand seeks to offer this year a new point of view on the celebration, breaking with the formality of traditional sparkling wine advertisements.
The spot, designed by the Lovebite agency and produced by Garage Films, shows a group of young people gathered and captures the moment in which the cork of a bottle of Freixenet is thrown outbeing the beginning of the party.

The brand leaves its “comfort zone” and has done an exercise in understanding the target

And Freixenet wants to become a catalyst for good times for younger consumers. From reason.Why We have spoken exclusively with Marc Sagimon, Director of International Marketing at Grupo Freixenet, and he explains to us that this change in the brand’s communication has been a challenge due to the change it has entailed in the message to be transmitted. “Understanding the target and what the insight is behind it to awaken their attention has been essential. “We have tested it and I think we have found something that is really going to work.”.

In the advertisement a new “brand tone”as Sagimon himself defines, which has also meant a departure from the comfort zone in which Freixenet was. “It changes the message but also the scenes, the costumes… It changes everything but we know it is a good choice.”

The Freixenet Christmas advertisement is therefore designed to a new generation who, as the brand expresses, wants to choose how to enjoy life in their own way. But precisely enjoyment is something common to the entire category in which Freixenet competes with other brands. “We wanted to go to the basic messages, like the cork or getting into the product”explains Marc Sagimon, Director of International Marketing at Grupo Freixenet. “We believe that for this generation we had not yet touched on these codes, so we have tried to make the simplest things shine for a new target.”

Furthermore, the enjoyment concept It is a universal and transgenerational message. “The way of transmitting it is what changes”clarifies Sagimon. “The challenge was how to attract these young people who are far from the category and approach them with our strengths.”

“Both the claim and the concept are equally relevant to our current consumers”

But what about the rest of the generations that Freixenet has been targeting for years? “We know that both the claim and the concept are equally relevant for our current consumers, we have tested it and we wanted to do something new and different but that would not generate rejection among other audiences”explains Marc Sagimon.
Hence the campaign motto is “A lot to offer”either “Cheers to life” in international markets. And this announcement will be launched worldwide, with a strong presence online and on social networks, as well as offline supports and activations at different contact points in selected countries. “With the channel strategy we will be able to segment very well, especially in digital channels we will go more to young people.”

Regarding the fact that it is a campaign that is going to have global presencethe Director of International Marketing at Grupo Freixenet says that “The usual challenge of a global campaign is cultural differences, but if you go to the root, to the most human part, there are common points. That is why we have gone to general insight, to take the best of the category and reflect it even without words.” And in Freixenet’s Christmas advertisement the message is conveyed through emotions and sensoriality. “Sounds and music have been fundamental to connect with this new audience.”

Freixenet thus seeks to position its sparkling wines for young adults as an alternative on more informal and social occasions. “Celebration makes life better and Freixenet is here to inspire those moments”stated Martina Rothe Obregón, Marketing Director at Henkell Freixenet, in a statement.
However, we took advantage of the conversation with Marc Sagimon to ask him about the growing trend towards reduction or elimination of alcohol consumptionespecially among the youngest.

“It is a global trend that we observe in all markets and championing it is vital for us. As a group we have a firm commitment to low and alcohol-free products.” Recognizes in this sense that there are other categories that have a few years of advantage because “At the product level it is much more complex to make a non-alcoholic wine or sparkling wine, but it is one of our strategic priorities at a global level and more launches will arrive in the coming years.”

He Freixenet Christmas advert It will be active until January 8 and stars Cordón Negro Cava, which celebrates its 50th anniversary this year with market penetration in more than 130 countries.

Technical sheet

Advertiser: Freixenet Group
Campaign: “Cheers to life / A lot to toast”
Marketing Director: Marc Sagimon
Marketing Manager: Kinga Schonpflug
Senior Brand Manager: Marco Varela
Executive Producer: Films & Partners

Agency: lovebite

Creative Director: Denise Rubin
Art Director: Kirsa Plewnia
Copy: Denise/Kirsa
Account Director: Tom O’Brien
Producer: Genara Neyra

Producer: Garage Films

Director: Albert Uría
Executive Producer: Ferran Castellnou
Producer: Paula Roselló
DOP: Jorge Roig
DOP Product: Dani Robles
Photographer – Key Visual/Social Media: Alberto Escudero
Digital content / Making of: Robin Falck
Art Director: Nuria Llorca
Product: Lidia Sabaté
Stylist: Miguel Angel Ruiz

Bonus track for Spain

The Freixenet Christmas campaign will also include in Spain an advertisement for its Cava Elyssia that will be activated on television, digital and outdoor. This is a spot that comes to “reinforce the message for a more mature target”as Marc Sagimon, Director of International Marketing at Grupo Freixenet, explains to us. With both announcements, the idea this year is to be able to impact “a double target and thus expand communication”something for which media strategy “It’s going to be fundamental.”

Created by the Draft Punk Barcelona agency and produced by Garage Films, it is an advertisement that aims to highlight the moments of cava consumption “with a very relevant approach for a slightly more adult and sophisticated audience that wants to choose when, where and with whom to uncork a bottle of Cava to toast what really matters”Maria Chiara Marchetti, Marketing Director at Grupo Freixenet, stated in a statement.