Trento DOC has been given a full brand makeover, including the creation of a new brand identity, which will be fully supported by an integrated global communications campaign to position TRENTODOC as the ‘Sparkling wine’ of Italy.
Maurizio Rossini, Director of Marketing for Trentino Spa said, “The new brand identity will be used as an umbrella logo for TRENTODOC brand to enable us to build global brand awareness of the premium quality of Trento DOC and reposition it as the ‘Sparkling wine’ of Italy.”
This key marketing initiative has been commissioned by the Trentino region and 25 of its Trento DOC producers and involves the Department of Agriculture, Commerce and Tourism of Trento, the Chamber of Commerce, Trentino Spa, the Association for the Protection of Trentino Wines and the TRENTODOC Classic Method Institute, which represents all the spumante producers participating in the project.
Two agencies have been employed in the rebrand project: Minale Tattersfield one of the oldest design agencies in the world to create the new brand identity and Leo Burnett to run the global communications campaign.
The new brand identity features the word TRENTODOC, written in capital letters on the main label of the bottle, and has been created to highlight the main characteristic of the classic method; rémuage, so for this reason the two “O”s in the logo have been designed to represent this rotational movement.
Tiziano Mellarini, Councillor for Trentino agriculture, commerce and tourism says, “We decided it was necessary to rebrand TRENTODOC, because it is Italy’s oldest methodo classico wine, although it is not often recognised as such by the trade. He continues,” Trentino is also the most important producer of sparkling methodo classico wine in Italy producing 7.9 million bottles or 59, 057.81hl in 2007, and it is home to many of the top Italian sparkling wine brands such as Ferrari, Rotari Cavit and Cesarini Sforza. What is more, many consumers do not always associate TRENTODOC with Trentino.”
The campaign which launched in national newspapers and key news websites in Italy in December will be rolled out globally in 2008. To highlight the UK launch of TRENTODOC, Peter McCombie MW’s masterclass at the Trentino tasting on 26 February at the Covent Garden Royal Opera where 25 producers will be showing their selected award winning wines, will focus exclusively on matching Trento DOC wines to Michelin starred Trentino cuisine.
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