The Franzia family built its brand in the early 1900s. On July 4, Teresa, the family’s matriarch, traveled to San Francisco from Genoa, Italy to marry Giuseppe Franzia. By 1906, she had built her first vineyard. Surviving the prohibition, in 1933, the family built a winery brick by brick to create what we now know as the “fresh to the last glass” Franzia wine.
Franzia is the world’s most popular wine because of its quality of freshness, as it is packaged with a tap that allows its freshness to last until the last glass. The Smart Tap is a registered trademark of Franzia. This technology allows the wine to keep its freshness to the last glass producing less wine waste. Franzia is the first wine to provide a freshness date on its product. Its wine’s freshness is guaranteed up to six weeks after the initial opening because the Smart Tap and inner pouch prevent oxidation that occurs when wine is left open.
Distributed in biodegradable 3 Liter boxes, Franzia is environmentally friendly. Because a greater amount of wine can be transported, there is less CO2 Emissions pollution. A greater amount of wine is packaged in each box, so there is less packaging. Because of this distribution model, Franzia wines leave a significantly smaller Carbon Footprint than other wine distributors.
A moderate amount of alcohol intake, one glass of wine for women and two glasses for men, is said to reduce the risk of coronary heart attacks and ischemic strokes. Wine boosts omega-3 for a healthier heart. The alcohol raises the levels of the fatty acids in red blood cells. So not only is Franzia good for to the Earth, it’s good to the body.
Franzia is a family business that presents its rich history through a video on their website. On the site, the granddaughter of Teresa Franzia signs a letter telling the story of her family’s business. They present their product with care and the care taken is representative of the way they do business–introducing the Smart tap, applying a freshness date on the box, and presenting the nutritional facts on the website.
The products spokesperson for Franzia should be a person that presents the wisdom inherit in taking in a glass of wine. Someone who understands the flavors, the body, the benefits of wine should represent this family’s wine to the world. The spokesperson should be a woman, as this family business was founded on the dreams, desires, and talent of a woman and as it continues to present itself from a woman’s perspective.
The spokesperson should be an African American woman embarking on her seventies. She has traveled the world and is well aware of it. She is beautiful. She is sophisticated. She is the grandmother of adults. Her wisdom of worldly things is passed down through her bloodline. Her wisdom of things of the world is golden to her children as they tell that Nana knows.
An African-American sophisticated elderly woman is the voice of reason in the United States. Elders like Maya Angelou, Alice Walker, Toni Morrison and Oprah Winfrey are touted as the voice of their people—American people. Elderly African-American women are regarded, sans historical portrayals, with respect. The character’s association with Franzia wine will be respected.
African-Americans are not known to be heavy drinkers of wine, but the character presented could be the voice to a new generation in the matters of alcohol consumption. This character could be used to represent the voice of African-Americans as wine drinkers and to even introduce non-wine drinkers to the beverage.
A print campaign might be best for this type of company to prevent underage drinking. A print ad depicting a sophisticated elderly African American woman holding a glass of Franzia wine in a glass with her adult grandchildren in the background also holding glasses of wine could be the image. And the copy reads, “They brought wine, but I’ve got mine–Franzia, the world’s most popular wine. I tell them, Nana knows.”
The effect of this ad could resonate so that non-traditional wine drinkers are wondering about what this older lady really knows. The benefits of wine will interest an array of people. And Nana’s knowing might really catch on. A bit of wisdom coming from an older person really goes a long way. If this bit of wisdom is published in women’s lifestyle magazines, it could present itself to women who are not aware of Franzia’s long legacy.
The woman I chose for this print ad is about the age of the beverage so she knows how long it has really been around and she knows a thing or two besides wine. She can be trusted and so can the millions of drinkers around the world who trust the Franzia brand.