Viña Mayor is one of Ribera del Duero’s par excellence, and such as, contends the essence of the Origin of Denomination. It’s a classic and accessible wine, with a very good price/quality ratio, but until now presented few differential values who didn’t live up to its competence.
In its repositioning, we suggested one differentiation based on proportioning the consumer a one-of-a-kind experience and the use of a very unusual tone in the segment: Viña Mayor is the one and only wine that not only makes you seem interesting in a dash, but makes you interesting forever. It suits you better because it’s honest with you, give you stories to tell, and even makes you live them.
With that in mind, we created a contest communicated through a wide set of pieces, from print campaigns to a mobile app.