Chandon Garden Sprintz: The drink that welcomes spring

Communication and PR

Influencer Marketing

Events and Brand Experiences

In 2022, the LVMH Group's beverage division entrusted AREA with the launch of its newest flagship: Chandon Garden Spritz, a sophisticated and refreshing offering designed to redefine the aperitif experience. With a vibrant character and unmistakable flavor, the brand sought to establish itself as the new benchmark in the spritz world, and AREA was the strategic partner to boost its market positioning.

2021

2022

2023

Generating brand awareness through a memorable experience

For the launch of Chandon Garden Spritz, AREA designed a two-phase strategy, combining an approach targeting the food and lifestyle press with an initiative aimed at building a community of brand ambassadors. The LVMH group's objective: to generate conversation on social media and strengthen the sense of belonging around this new aperitif icon.

Inspired by the origin of the drink, whose main ingredient is Valencia oranges, AREA created a two-day immersive experience in L'Albufera (Valencia). During this experience, all the secrets of the drink were revealed. The definition of the concept, production, specific actions, and creation of the Chandon Crew were designed and executed by the AREA team.

On the first day, leading lifestyle and gastronomy journalists participated in an exclusive tasting and enjoyed a traditional meal in a historic fisherman's house typical of the area. To conclude the day, they enjoyed Chandon Garden, watching the sunset from a boat ride.

The following day, opinion leaders experienced a sensorial day with a boat ride to reach the location, a tasting to better understand the LVMH Spritz, a floral design workshop inspired by the color orange and the Mediterranean environment, and finally, a unique dinner, consolidating an authentic connection with the Chandon Garden Spritz universe.

A year full of activities 2022

Con el objetivo de seguir fortaleciendo los lazos establecidos con la prensa y los KOLs, y manteniendo la coherencia con la estrategia planteada, durante el 2022 se desarrollaron diferentes actividades de marca. Reforzando la idea que caracteriza a Chandon Garden Spritz: una bebida para disfrutar con amigos, celebrar, evocar y crear momentos felices.

Chandon Garden participó en Mercado de las Flores de Vogue, acercando la bebida al público asistente, con un stand de Flores y zona vip exclusiva de Vogue. Además La Crew Chandon que ya acompañaba a la marca desde el lanzamiento en Valencia, realizó un recorrido en el mercado y posteriormente disfrutó de un almuerzo íntimo con los Ambassadors de la marca.

2023

2022

2021

On the other hand, taking advantage of the brand's presence at the Cap Roig music festival, the same group of KOLs and a new group of journalists specializing in gastronomy and lifestyle were invited to enjoy a weekend on the Costa Brava. Attendees enjoyed the surroundings and the Festival with an exclusive dinner at the facilities after attending Sebastián Yatra's concert. The following day, they enjoyed lunch at Casamar, a unique and exclusive spot in the area, while sipping on the LVMH group's most famous spritz. This was followed by a dinner where the drink once again took center stage.

The most special Christmas seeding with the creative poet Alejandra Remón. A mailing was designed for all the press and KOLs who had supported Chandon Garden. The limited-edition and exclusive collage was composed of oranges and unique textures. The mailing was sent to 20 profiles to continue generating conversation around the beverage and showcase it as a unique option for Christmas.

Inaugurando la temporada con Chandon Garden Spritz

In April 2023, the brand's most ambitious project would arrive: an immersive weekend-long experience open to the public in the gardens of the Lázaro Galdiano Museum. This is where the Chandon Garden Spritz universe was created.

In this unique setting, with the help of Blanca Miró, a renowned Spanish KOL, various initiatives were created to attract an audience aligned with the brand's values throughout the entire weekend.

2023

2022

2021

Various terraces, bars, and pergolas were created in the gardens, all conveying the image of a French market in the Chandon Garden colors. Visitors could enjoy a bit of shopping or concerts while enjoying a drink and unique moments with friends. Special collaborators close to the brand, such as Hermanos Vinagre, Fromaje, Metatopy, and La Veste, were proposed for the stands.

On opening day, the curator of the space, Blanca Miró, hosted a cocktail party to which the press, KOLs, and personalities from Madrid's social scene were invited. A total of 200 guests were invited to showcase the space and inform the public about its duration and program.

Selected press, directors of leading lifestyle and food media outlets, were able to meet Blanca one-on-one, followed by a pleasant lunch at the Market.

Furthermore, various painting and ceramics workshops were held throughout the weekend, inviting different KOL groups to enjoy themselves. These workshops also served as a platform for the general public.

The Chandon Market was completely packed throughout the weekend, generating great excitement on social media and in the press. The event concluded on Sunday with a Leo Rizzi concert featuring his song "Amapolas," which brought the event to a close.