Tradition and innovation, the two keys to the launch of Paco & Lola

Lola is a product made with Albariño grapes, with a traditional, demanding and innovative process.

“Innate elegance” is the name of the spot with which the Meaño cooperative presented its first sparkling wine. Lola, the sparkling Rías Baixas 24 months of Paco&Lola, is a wine in which innovation and tradition come together hand in hand with experienced talent. The philosophy of this wine defines it as a product full of character, a character that emerges from the roots of the vineyards of the Rías Baixas de Galicia and that the artists of Paco & Lola have led to the status of a new icon of viticulture. Naturally, but with distinction and without giving up anything.

A clear message, innate elegance

Faced with those who believe they have everything and have nothing, Lola has innate elegance. Innegabland. The elegance of a product made with Albariño grapes, with a demanding and innovative process, which is seen in the mirror of tradition, in the innate character of Lola, but which elevates and surpasses it to new heights of distinction. Others live settled in appearance, in wanting to be. Lola proudly shows off her innate elegance.

The attributes of the brand are very well defined, innovation and tradition are combined to achieve an elegance free of stereotypes, accompanied by a unique high quality elaboration. Made with grapes with Galician and Atlantic character, an icon of our culture, following the traditional method.

Who enjoys lola?

Another of the great attributes of the brand is the moment chosen to enjoy wine, when we want to celebrate a special moment, with a special company. They are cosmopolitan, but they are connected to their roots.

The campaign has focused on a target premium, medium-high, from Spain, over 35 years old. The tone is sophisticated, but not preposterous or smug. Not overly informal or formal, in this product premium quality over quantity.

What is and what is not innate elegance?

The campaign defines innate elegance as natural and not vain. Innate elegance can be had and cannot be bought. Innate elegance is beautiful from its source and does not need to be attractive. The innate elegance connects with your emotional side, creating complicity and is not distant or cold. Innate elegance is objective and does not depend on the judgment of others. Innate elegance is seen in good conversation and shared silence and does not need to attract attention. Innate elegance is to show with simplicity what is the fruit of talent and it is not displayed frivolously

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Source: Marketing Directo by

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