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Franzia: Thank You for Being a Friend
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In its first work for Franzia, creative agency Mekanism San Francisco is celebrating the friendships made around a box of Franzia with a fully integrated campaign. For a lot of people, friends are more than just friends; they are your “Franz for Life.” In fact, studies show that 40% of Millenials believe their friends are more like family than their own families. While most wine brands are trying to attract millennials - Franzia is working to keep them. As consumers get older, they consider swapping boxed-wine for bottles, but Franzia is eager to keep millennials engaged with the brand as they age. To combat this consumer lifecycle challenge, Mekanism created the first creative campaign for the brand in over 35 years, titled “Franz for Life” which echoes the message that Franzia wants to grow up with its consumers and be “Franz for Life.” First, a new spot was launched on April 2nd, showcases a new take on the Golden Girls hit “Thank You for Being a Friend.” Next, as part of the brand refresh Franzia, is modernizing its packaging and introducing new products. New offerings include smaller “Little Franz” in 500mL tetra packaging for its Chardonnay, Pinot Grigio/Colombard, Rosé and Crisp White; new product 5L Rich & Buttery Chardonnay; and redesigned packaging featuring Instagram- worthy color blocked side panels and new pour images on every box. To celebrate the campaign, Franzia will be hosting a sweepstakes next month via their social channels and website, where a few lucky followers can win a Franzia special edition "music box". This box is enhanced with a musical device that will play 6 seconds of ‘Thank you for being a Franz’ when you pour a glass.
Chief Marketing Officer: Eben Gillette Related |
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