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TV, Print Branding Campaign Builds On Brand’s Italian Heritage
CHICAGO–Carmichael Lynch in Minneapolis attempts to capture the spirit of Italy in its new branding campaign for Brown-Forman Corp.’s Bolla wines.
The $6 million effort, which includes TV and print ads, marks a departure from previous work, which positioned the product as comfortable and relaxing, and a move toward a more focused, brand-image campaign, said Andrew Mansinne, brand director of Bolla wines.
“We felt the ‘comfort positioning’ was adequate, but it wasn’t superior,” Mansinne said.
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