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Codorniu says: ‘we’re not Champagne’
Cava brand Codorniu has launched its latest global advertising campaign, seemingly in order to remind consumers that it isn’t Champagne.
The 30-second advert carrying the tagline, “We are not Champagne, we are Codorniu” will air throughout December in UK cinemas nationwide and will be supported with sampling activity in five London-based Picturehouse cinemas. It is expected to reach over 3.5 million consumers.
It introduces two new brand ambassadors, Michelin starred chef Jordi Cruz and Spanish fashion designer Miriam Ponsa, who will both represent Codorniu throughout 2015.
Codorniu CEO, Javier Pagés, said in a statement: “This campaign marks a new strategic direction for the Codorniu brand.
“The aim of our new global advertising campaign is to show that Codorniu is much more than a Cava brand.”
Despite the fact that the headline of the campaign is “We’re not Champagne, we’re Codorniu”, and the heavy comparisons made in the advertisement itself (see below), Pagés continued, “We don’t want to compare ourselves with Champagne but to highlight our brand’s heritage, personality and quality.”