SANTA CAROLINA LAUNCHED FOUR SPECIAL EDITIONS IN BRAZIL

Given the increase shown by consumption of wines under R$35 in Brazil (around USD 7.0 retail price), Santa Carolina focused a portion of the 2020 launches on new alternatives for those consumers.

Accordingly, four special editions were developed to cater to Brazilians’ preferences and behavior: Two sweet wines – Reservado Branco Suave and Reservado Tinto Suave– which are fresher, more youthful wines, ideal for cocktails; Reservado Merlot, which has an attractive, cooler and trendier image; and Reservado Rosé which, with a cleaner, modern and feminine look, sought to be a tribute to Pink October, the breast cancer awareness month, and of which a percentage of its sales went to a foundation that treats women who have suffered that disease.

Conceived to promote these 4 products, the Evolua campaign considered the implementation of point of sale displays of the special editions with cases, displays and assembled kits. This successful campaign earned us a nomination to the Caio 2020 Award in the Visual Communication category, the most important award for the marketing and trade marketing industry in Brazil for the past 20 years.