Trivento links up with Discovery Channel
Concha y Toro UK has revealed a new media partnership with the Discovery Channel for its Argentinian wine brand Trivento.
Trivento, as Discovery’s Official Sponsor of Documentaries, will feature in a series of video clips across four of the Discovery Channels, including Freeview.
The collection of 10-second and 30-second idents, totaling 220 hours of content a month, will be supported by a raft of in-outlet activations, including a neck collar campaign to win one of six ‘Ultimate Adventures’, running across two million bottles from April to September.
A digital marketing plan, including social media and YouTube, will run alongside this.
Clare Griffiths, commercial director at Concha y Toro, said: “Trivento has enjoyed a phenomenal few years of growth in the UK market, and we are proud to be the UK’s favourite Argentine wine brand, with the number one Malbec in the market. Now we are ready to take the brand to the next level in terms of recognition and household penetration. There is a really strong and authentic brand fit with Discovery; their audiences, like ours, are looking for new experiences and adventures they can share with friends.”
Trivento is also using this opportunity to launch its newly revamped front label for its Reserve Malbec.