Untouched by Light Awarded Bronze Cannes Lion
23rd June 2021
Sparkling wine Untouched by Light produced by Radgonske gorice was awarded the bronze Cannes Lion.
Untouched by Light is a project with which Radgonske gorice and Bruketa & Žinić & Gray created a completely new product instead of traditional advertising with the aim of positioning this wine cellar on the global market. It is the first sparkling wine in the world to be produced, sold and tasted in complete darkness; the idea was born in response to scientific research confirming the negative impact of light on wine aromas, especially in sparkling wines. The new product was reported by the media around the world, which increased the interest of the international public and the almost complete sale of the entire limited quantity of 2,000 bottles of the first batch of Untouched by Light sparkling wine.
“We have been preparing this project for six years, doing what no one else has before us and launching sparkling wine in the middle of a pandemic when we could not attend wine fairs or visit customers abroad, which would otherwise be the main way of promotion. That’s why this success is so much greater. The sparkling wine receives excellent reviews and what makes a special impression on customers is the experience of tasting in the dark,” revealed Andreja Novak, marketing manager of Radgonske gorice.
Cannes Lions is the largest international festival of creativity in marketing communications, with over 29 thousand entries this year alone, while the Cannes Lion award is considered the most prestigious in the industry.
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