• by Fern Siegel , May 18, 2022

The new campaign for Cantine Maschio’s prosecco wants the sparkling wine to be viewed as a “good time.”

Creative is courtesy of the Brooklyn-based agency The BAM Connection.

The work includes a new corporate website, point-of-sale/in-store, social media content, promotion, cause-marketing and trade print.

“When you introduce prosecco to the equation, it changes the whole vibe,” says agency co-founder/Chief Creative Officer Rob Baiocco. “There is something about it that makes a situation feel more special, more carefree. It puts you into a weekend mindset. Prosecco is mostly drunk on weekends versus a Tuesday night, and we want to change that. Why not make Tuesday feel like Saturday?

That explains the new tagline: “No End To The Weekend” concept.

The wines produced by Cantine Maschio come from grapes grown in the hills of Valdobbiadene, Conegliano and in the Piave Valley in Italy.

Maschio is also committed to sustainability. To date, Maschio has saved nearly 3 million gallons of water through their recycling production process, highlighted in the cause-marketing component of the new campaign.

The BAM Connection was founded in 2013 by Baiocco and Maureen Maldari.