• by Teresa Buyikian , December 18, 2024

Breaking out the bubbly is no longer relegated to special occasions, at least when it comes to the Italian aperitif Prosecco. Wine Spectator recently reported Americans are drinking more of the sweet amber-colored bubbly than ever before, with those who reported drinking Prosecco jumping from 33% in 2019 to 42% in 2023.

And according to La Marca Prosecco’s “Celebrate LaMoments” campaign, even the everyday can be a special occasion with the right sparkling beverage.

The Italian sparkling wine maker recently broke its the online campaign, which will run across its social platforms through the end of the year. Released during the holidays when most consumers think of sparkling wine for a special occasion toast, the new effort focuses on more ordinary moments where La Marca can add to the party.

Created by Ogilvy and seen here, the spot shows an elegant birthday celebration on the Italian coast, with a waiter serving La Marca. As the voiceover describes how the wine is for special occasions, the camera then shifts to a group of friends enjoying La Marca in swimsuits poolside, followed by a man serving La Marca at an intimate dinner party. The sparkling wine goes on to appear at a rather lavish looking pajama party and at a Sunday brunch. The spot ends with the “Celebrate LaMoments” tag.

"Celebrate LaMoments embodies La Marca Prosecco’s mission to transform everyday moments into celebrations, because we believe those are the key to a life well lived,” La Marca Prosecco Vice President of Marketing Beth Orozco told Marketing Daily. “With this campaign, we’re encouraging consumers to enjoy La Marca in a wide variety of occasions—from casual outdoor gatherings to spending time with friends—shifting the perception that sparkling wine is reserved for only for special occasions.”

Produced in the Treviso, Italy’s Prosecco capital, La Marca was founded more than 50 years ago and represents a cooperative of 5,000 local winegrowers who farm 35,000 acres in the Veneto region of northern Italy.