CASE STUDY

HOTEL BABYLON - BBC1

THE CHALLENGE - NOT JUST SPECIAL OCCASIONS

Freixenet Cava and Ash Tree Estate Wines wished to grow sales with playful 20-30 somethings that love getting together
and having fun.

1st Place targeted programming appealing to the chosen demographic to raise the brand awareness and affinity.

The aim was to integrate placements in scenarios which would show enjoyment of the brand as a fun everyday experience.

THE RESULTS

1.12 billion adults saw TV characters enjoying Freixenet in programmes including:

In the search for a 'real woman' model in Colleen’s Real Women, the new arrivals were given glasses of Freixenet Cava to relax and start them chatting together.

Spanish waiter Gino in Hotel Babylon kissed the Friexenet Cordon Negro Brut Cava bottle saying, 'At last, people appreciate you!'

In Nearly Famous, Kate and her performing arts school friends popped open a bottle of Freixenet Cava to celebrate her birthday.

Britain’s Next Top Model used bottles of Freixenet Cava as a treat for the girls returning home after their first photo shoot.

Hollyoaks’ friends shared a bottle of Freixenet Cava to celebrate the end of an exam.

Joanna Lumley opened a bottle of Ash Tree Estate Rose to enjoy with a friend in Sensitive Skin.