Francis Ford Coppola Winery Announces Launch of First-Ever Advertising Campaign
New “It Takes Time to Make a Diamond” Ads Hit Streaming TV, Digital and Social Channels June 22
Titled “It Takes Time to Make a Diamond”, the campaign connects with consumers by telling emotive stories of notable individuals who have faced and persevered through adversity, recognizing as its first subject the winery’s founder, famed film director Francis Ford Coppola.
The nine inaugural ads, launching June 22, feature documentary-style archival footage from Coppola’s filmmaking and winemaking career with voiceovers from Francis Coppola and his wife, Eleanor Coppola.
“It is an honor to tell a small part of Francis’ Coppola’s inspirational story of creativity and perseverance,” commented Gabriela Becker, vice president of marketing for the winery. The campaign “draws on insights gained from extensive consumer research conducted in 2022, which revealed a fascinating thread that connects Francis Coppola Diamond Collection drinkers across every age, gender and geography: notably, a sense of accomplishment earned by overcoming adversity earlier in life.”
Further, Becker noted, “This same thread connects the brand’s consumers to Francis Coppola himself, who has often noted that adversity has provided a catalyst for some of his greatest ideas and inspirations.” Accordingly, the campaign tagline’s seven simple words–“It takes time to make a diamond”–tell the complex story of the wine inside the bottle, of the winery’s founder and of the lives of those who enjoy Diamond Collection Wines.
The campaign was developed by Los Angeles-based agency High Wide & Handsome, and will reach consumers across a range of touchpoints, including streaming TV, digital advertising and social media.
“Coppola Diamond Collection is a strong brand, with sales growth that currently outperforms the super-premium wine category by a significant margin ,” said Becker. “We expect this campaign to further strengthen the Diamond Collection brand with our existing consumers, and, through its emotive power and strategic media distribution, to bring new consumers into the Coppola fold.”
The two lead, 30-second advertisements (of eight ads in the first campaign flight) may be viewed and downloaded here and here. For more information about Francis Ford Coppola Winery, visit www.francisfordcoppolawinery.com