Breaking the category's cultural seasonality.
Sparkling wine was associated with December and exceptional celebrations. To grow, Valdivieso needed to expand consumption occasions and rejuvenate people's relationship with the brand.
Valdivieso × positioning
Case of Valdivieso: We took sparkling wine beyond December.
A campaign became a cultural platform and opened new consumption occasions for Valdivieso.
Evidence factsheet and scope
- Status
- Work presented in credentials
- Project date
- Not published in the source record
- Delivered by
- The credentials material does not specify the executing entity or individual credits.
- Contribution described
- Positioning, Branded content, Editorial strategy, Social media
- Starting point
- Not published in the original factsheet
- Measurement period
- Not published in the original factsheet
Reported results correspond to the case materials. When measurement data is missing, they cannot be reproduced or used as a guarantee of results for another project.
What we did
What this case demonstrates.
The main competitor was habit, rather than another brand.
We clarify the educational proposition and bring it closer to its community through content and admissions campaigns. Applicant records and automated tasks help the team support each decision.
And today, why not?
The concept evolved from a slogan into an editorial, social and cultural platform. Instead of waiting for a special occasion, the brand began discovering everyday reasons to open a bottle.
From advertising campaign to cultural medium.
We developed a comprehensive branded content strategy for a wine and sparkling wine brand in Chile. Music, film, fashion, art, design, gastronomy, trends, and urban life came together in one editorial system recognized with an Effie.
Evidence provenance
How to read the results of Valdivieso.
Wiwo publishes this story from project documentation. Figures, milestones and recognition belong to this case; every new project needs its own objectives and measurements.
- Source
- Wiwo project documentation and case report
- Market
- Chile
- Project period
- Not publicly specified
- Last reviewed
If you need to check a figure, starting point, scope, or recognition, write to prensa@wiwo.me.
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