The Prosecco DOC Consortium launches a new communication campaign in view of the Milan Cortina 2026 Olympic and Paralympic Winter Games
The launch of the campaign will take place today, on the occasion of the Women’s Alpine Skiing World Cup in Cortina.
In the run-up to the 2026 Milan Cortina Olympic and Paralympic Winter Games, the Consortium for the Protection of Prosecco DOC is delighted to announce the official launch of the communication campaign that aims to celebrate Prosecco DOC as the Official Sparkling Wine sponsor.
Says Giancarlo Guidolin, President of the Consortium of Prosecco DOC: ‘We are thrilled to present the new communication campaign today, on the occasion of the Ampezzo stop of the Women’s Alpine Skiing World Cup, a first taste of what Milan Cortina 2026, of which we are proud Official Sparkling Wine Sponsor, could be. We want to tell the world not only the quality of Prosecco DOC, but also the values and passion that make it an Italian excellence, celebrating it as a symbol of conviviality and sharing. Our message is clear: just like sport, Prosecco DOC is an opportunity for unity, open to all, without barriers. Inclusiveness, sustainability and sharing experiences are the pillars on which we are building a better future, for us and for generations to come.’
The campaign, signed by the agency Advisionair & Partners, aims to tell the story, tradition and Italian origins of the world’s most famous Sparkling Wine, while better defining its contemporary positioning close to the new generations.
Communication strategy
The communication strategy focuses on three key concepts: everyday life, lightness and conscious choice. And it picks up on a key message of Prosecco DOC: to be synonymous with everyday conviviality, not only festive or for great occasions. But always under the banner of the elegance of moderate and conscious drinking.
Through a data-driven approach, the campaign is aimed above all at two main targets: Aperitivo Addicts, younger and more dynamic, and Prosecco Lovers, a more mature and aware audience.
The campaign will use a multi-channel strategy to reach the two targets:
- Radio and TV with a focus on SKY sports programming to engage the more mature audience.
- Digital channels such as social media (Facebook, Instagram), streaming platforms (Amazon Prime Video, YouTube) and Spotify, to speak to a younger audience.
- Display advertising in contexts related to the culinary and mixology world.
The Olympic and Paralympic Games become an opportunity to photograph the Denomination in its contemporaneity: Prosecco DOC is the art of sharing, because it knows how to transform every moment of life into a special occasion. The Italian heritage is evoked through quick iconic shots: Art, Beauty, Fashion and even the overwhelming expansiveness typical of Italians. A young and engaging narrative voice accompanies the viewer through the 30-second spot.
Sport and territory
The press campaign illustrates both sport and territory. Two highly recognisable tourist backdrops (Piazza del Duomo for Milan; Venice and St. Mark’s Basin for the not too distant Cortina) refer to the Italy where the great spectacle of the Olympics will be staged.
These two iconic locations are transformed into perfect ice rinks on which a pair of figure skaters and a trio of short track sprinters glide, creating an unusual and surprising setting in accordance with the claim ‘Share the Magic of Winter Olympics’.
The twist is completed by the title ‘Participating is important. Sharing is everything’, which recalls the famous motto of the founder of the modern Olympics, Pierre de Coubertin: “The important thing is not to win, but to participate”. And it reminds millions of spectators how the excitement of the Olympics must be experienced in the spirit of fraternity and joy that characterises the Games.
With this valence of shared happiness, lightness and the desire to be together, we are preparing to bring the Italian Genius to the 2026 Milan-Cortina world event.
