Because life doesn't have to be all "Red and White"
Mateus’s new summer campaign has just launched and challenges consumers to take a laid-back approach to rosé. Under the tagline “Are you still living in black and white?” and positioning Mateus as a light and unpretentious wine, the campaign focuses on people and how Mateus makes them “more rosé” and less conventional, while also reflecting a fresh perspective on this wine category.
“At a time when we’re seeing the rise of the rosé category worldwide, this campaign places Mateus in moments typically associated with other wines and simplifies the relationship with rosé. Mateus faces the challenge of growing the category in Portugal, reaching a younger consumer base and appealing to different drinking occasions, but this clearly involves breaking down some preconceptions,” explains João Gomes da Silva, director of Sogrape.
Created by the agency O Escritório and produced by Produtora 78 with consulting by Pedro Gaspar, the campaign “Are You Still Stuck in Black and White?” was filmed in Lisbon and uses black-and-white aesthetics to portray the conservative mindset sometimes associated with wine consumption. In this story, Mateus Rosé is the element that brings color to life, embodying a young, laid-back consumer who chooses a rosé without hesitation. It will run through August 31 on TV, digital platforms, and billboards.
Watch the video https://youtu.be/pI7yyG09Ol8