Mionetto’s objective was to increase sales during the key summer season. While the brand enjoyed strong retail distribution, it’s awareness remained relatively low.
The original brief focused on a promotional campaign, however our analysis showed that the real challenge extended beyond short-term sales activation.
Analysis of the market environment and consumer behaviour revealed that the desired sales results could not be achieved through a traditional promotion alone.
Instead of executing the original promotional brief, we developed an integrated brand-building strategy that positioned Mionetto as a leading player in the Prosecco category.
The strategy was designed to simultaneously increase brand awareness and support commercial objectives, creating both immediate business impact and long-term brand value.
