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Case Study

Prosecco DOC

Colangelo Service Icon: Advertising (Paid Media)

Advertising (Paid Media)

Colangelo Service Icon: Branding & Brand Strategy

Branding & Brand Strategy

Colangelo Service Icon: Content Marketing & Social Media

Content Marketing & Social Media

Colangelo Service Icon: Print, Collateral & POS

Print, Collateral & POS

Colangelo Service Icon: Trade & Industry Programs

Trade & Industry Programs

Colangelo Service Icon: Website Design, Development & Maintenance

Website Design, Development & Maintenance

Objective

The objective of the National Prosecco Week 2025 rebranding was to refresh and modernize the campaign’s visual identity, making it more engaging and appealing to a younger generation of wine consumers while maintaining relevance for trade audiences. From a print, collateral, and POS perspective, the goal was to introduce a more dynamic and playful aesthetic, incorporating bold colors, contemporary layouts, and “pop” design elements that reflect the fun, social nature of Prosecco DOC and the Italian lifestyle associated with it.

The new design system was developed to function as a versatile creative toolkit, easily adaptable across retail POS materials, restaurant promotions, digital platforms, educational events, and consumer activations. By creating a cohesive yet flexible visual language, the campaign aimed to increase visibility at the point of sale, strengthen recognition of National Prosecco Week across the U.S., and position Prosecco DOC as a vibrant, modern wine suited to social occasions and younger audiences.

Results
  • Retail & On-Premise Activation
  • 1,955 participating retailers and restaurants nationwide
  • Partnerships with major chains including Total Wine & More, Costco, Safeway, Albertsons, Twin Liquors, and Spec’s
  • Over 100 in-store spotlight displays created using NPW branding and POS materials
  • Digital & Social Impact
  • 64 social media posts generating 1.3M+ impressions
  • 126 influencer content pieces reaching 462K impressions
  • 100K+ social engagements

The Consorzio Prosecco DOC partnered with Colangelo & Partners to develop and launch a new visual identity for National Prosecco Week 2025, the United States’ largest promotional initiative dedicated to Prosecco DOC.

Following the introduction of the new campaign look and feel, Colangelo & Partners oversaw its adaptation and deployment across the program’s many promotional touchpoints. The agency translated the updated branding into a comprehensive suite of materials to support retail, restaurant, digital, and event activations nationwide, ensuring a consistent and recognizable campaign presence across markets.

To support participating partners, the agency produced an extensive range of print, POS, and digital collateral, including posters, flyers, aisle disruptors, and case stackers for retail displays, as well as coasters, table tents, and menu inserts for restaurant promotions. Additional materials included web banners, email graphics, social media assets for e-commerce partners, and branded signage and collateral used during trade and consumer events. Colangelo & Partners coordinated the printing and delivery of POS materials to a number of participating retailers and also created a dedicated digital asset hub on the National Prosecco Week website, allowing partners across the U.S. to easily download and implement the campaign materials.

For select national chains and key retail partners, the agency also worked directly with their teams to develop customized POS materials tailored to their in-store environments while maintaining alignment with the overall campaign identity.

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