Gratulazioni will be a new product in the prosecco category with a clear positioning. Gratulazioni is short for congratulazioni, which means congratulations in Italian. And that is exactly what we want the product to be, the symbol of casual celebration - an affordable luxury for everyone. Gratulating any occasion.
We see an attractive opportunity in the market for a product that caters to the key demographic for the product, that is women (while still appealing to men who might be the person going to the store to make the purchase). Currently there are only no brand- commodity type products in the market (see attached pictures of key brands in the market) with little thought about the end consumer. Old vineyard design, or even worse - too much of everything on the bottle.
The way we see it prosecco has become the way to bring celebration to every day occasions the same way that champagne is an associated mark of life’s big celebrations. We think it’s the way to celebrate occasions such as meeting friends you haven’t seen for some time, finishing a tough week at work, succeeding at something - in a social context.
We want to break in to the market with a clear brand message - we are the fun social brand that you want to celebrate anything with together with friends or family. It becomes a clear break from the mundane when people enjoy the bottle. We believe that within friendship there are everyday moments that are worth celebrating. We play into the idea that with a bottle of Gratulazioni and a group of friends, everyday occasions centered around friendship can become great celebrations. Gratulazioni is there to help friends celebrate the everyday moment, making it into something special.
That brings us to how people celebrate with prosecco. We see that most celebration is done at home during the weekend, and the product is bought as a gift that someone brings with them and/or it’s going to have to fit well as decor in a house, specially on a dinner table. This has clear implications on the design. The design should combine beauty, simplicity, and functionality while still being playful and symbolise celebration. Whatever is playful with the design should draw a subtle connection to celebration in an elegantly minimalist (yet Italian) way.