• by Steve McClellan  @mp_mcclellan, August 16, 2016

Chicago-based RPM Advertising has created the “Italian For Summer” campaign to promote Terlato Wines’ Riondo Prosecco brand. The campaign is designed to position the brand as a sparkling wine that is “synonymous with summer.”  

The campaign features online and print components including a banner depicting what the agency describes as an “Italian vacation scene” featuring a woman sunbathing and reading with a glass of Riondo. 

The banner ads will appear on a variety of websites that appeal to wine enthusiasts, foodies and people who enjoy entertaining. There’s also a how to video for making a variety of "boozy popsicles" and other videos with recipes for cocktails using the Riondo Prosecco brand. 

Print elements include native ads that celebrate Italian style including the essentials needed to create the “perfect” Italian Brunch.  These ads will appear on websites through Nativo’s online network and will be carried by national websites such as Reader’s Digest and Relish. Separate full color print ads will run in publications that target wine enthusiasts such as Wine Spectator. 

The campaign also includes an experiential element through which people can  apply to host a party and receive summer-themed props such as coasters, cocktail recipes, bubbles and beach balls.  This branded “party pack” showcases Riondo Prosecco as an ideal beverage for the everyday occasion including a small house party with friends.  

According to RPM president Steve Platcow the campaign “calls attention to the brand nationally and engages a broad set of consumers in a way that differentiates Riondo Prosecco from existing brands.   Our goal is to enable Riondo to ‘Own Summer.’”