Untouched by Light sparkling wine by Radgonske Gorice takes a bronze for rebranding

The first day of this year’s Cannes Lions Festival brought the first awards. Bruketa&Žinić&Grey Agency won a Bronze Lion for Untouched by Light – their rebranding of the sparkling wine by Radgonske Gorice. It is the highest possible acclaim in the world of marketing communications earned by this project.

The Cannes Lion came as the icing on the cake after the awards such as Art Director’s Club New York Best of Discipline, Red Dot, Brand Impact Award and IdejaX Grand Prix which crowned the collaboration between the Croatian agency and the Slovenian client.

Untouched by Light is a project for which Bruketa&Žinić&Grey and Radgonske Gorice, instead of relying on conventional advertising, created a completely new product in order to position this winery in the global market. It is the first sparkling wine in the world that is produced, sold and tasted in complete darkness, in response to the scientific research corroborating the adverse effect of light on wine aromas, especially on sparkling wines.

The product has been covered by the media worldwide, sparking an interest among international distributers, because of which, despite the pandemic, this winery’s product is now featured in places like Casamona in St. Moritz and high-end stores in China.

Photo Credit: Bruketa&Žinić&Grey

“Radgonske Gorice took our cue and intervened in the sparkling wine production process unchanged for centuries and made a completely novel, one-of-a-kind product in the world. We would like to thank them for having such high confidence in us. This award confirms that the agencies’ creativity could be used for so much more than communication,” said Davor Bruketa, Creative Director at Bruketa&Žinić&Grey Agency.

“We spent six years preparing this project, doing something nobody had ever ventured before. It was launched in the midst of the pandemic, when wine fairs and international roadshows, the basic promotional avenues, were out of our reach. Which is why this triumph is even more remarkable. UBL is receiving excellent scores, and the customers never forget its tasting in pitch darkness,” noted Andreja Novak, Marketing Manager at Radgonske Gorice.

Davor Bruketa

Photo Credit: Bruketa&Žinić&Grey

Cannes Lions is the largest global creative communications competition, which received more than 29 000 applications this year only. The Cannes Lion is considered the most prestigious award in the industry.