The Sicilian winery Planeta has launched an interesting "social responsability" campaign in cooperation with Comunità di Sant'Egidio. On May 22th, between 6.30 and 8.30 pm, Planeta wines will be served in 13 bars and restaurants located in 10 Italian cities: Rome, Florence, Bologna, Turin, Venice, Milan, Palermo, Catania, Naples and Bari. Every glass of Planeta wine will be sold at a 3 euros price, and the provents will be devolved to the Dream project, managed by Comunità di Sant'Egidio. The Dream project is an initiative that, for the first time, binds quality wines to the fight of Aids in Africa, where more than 25 million people are ill, without medicines for treatments. Another similar project managed by Comunità di Sant'Egidio is called Wine for life: the wineries joining this initiative buy particular stickers for half euro each. The stickers are then glued on the bottles and, buying them, consumers can help figthing Aids in Africa.
Social responsability is quite a new marketing tool in the Italian wine industry. Can be useful to approach young new metropolitan consumers, but the risk is to oversimplify this comunication opportunity. Planeta has gone a step further, and has used this theme to create social events, where young people can talk and spend time together. Without loosing their time...
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