Cordon Negro Case Cards Feature Wedding Theme

An indispensable wedding tradition, champagne is especially in demand during the prime marrying months from May to September. Sonoma, Calif.-based Freixenet capitalized on the summer champagne season with a 3-D case card and additional marketing materials for its Cordon Negro sparkling wine."It's taken us a long time to get there, but we're taking the big plunge into a big market," says Sydney Randazzo, director of communications at Freixenet. "We usually do larger motion displays in the fourth quarter, so this is the first time we've focused specifically on the wedding market and on the wedding season."The case card includes a die-cut black base made of 24-point cardboard. The card ships flat and assembles by folding back and interlocking the flaps on each side to create a shallow box measuring 20 inches wide by 14 inches high by 1 inch deep.The display also comes with three promotional photos, one of which highlights a bride and groom making a champagne toast. They are made of 24-point card stock and are die cut to fold into 1-inch-deep boxes. Each has eight tabs that fit into slits on the base, "just like paper dolls," says Randazzo.When assembled, the display is 2 inches deep and anchors to a standard 12-bottle case with two 21-inch-long wood slats that are split for 5 inches at the bottom. The slats slide through holes in the bottom of the base card and anchor to corresponding holes at the top. Priced at $6.75, the display can be obtained through Freixenet distributors.According to Randazzo, the case card was introduced in May as part of a larger marketing campaign that includes national radio and print advertising. She says: "It's not just a stand-alone piece. It's a way to enhance and tie together our national marketing strategy, so that everything from point-of-purchase to advertising to individual marketing programs works in harmony."Other elements in the campaign include a wedding beverage guide, with hints on purchasing sparkling wine, and gold pens for signing bottles or for giving to members of the bridal party.

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