This summer, more consumers are making unexpected choices when it comes to their drinking habits. With some jumping on the “damp” lifestyle trend or others opting for red wine as their drink of choice. And brands like Meiomi, the number one Pinot Noir in the U.S. and a leading wine brand priced $15 and above, are taking note.
Tapping into these insights, Meiomi is launching a new campaign that highlights how people are enjoying wine together with greater intention.
Created in partnership with new agency partner Butler, Shine, Stern and Partner (BSSP), the campaign “To the Fullest” is led by two new :15s spots showcasing Meiomi drinkers engaging in moments of depth and substance.
“At Meiomi, we are inspired by people who live life to the fullest, and we are proud to offer a full-flavored portfolio of wine perfect for those moments when we’re living most fully,” said Julie Rossman, VP of Brand Marketing. “In our new campaign, ‘To The Fullest,’ we will highlight how Meiomi helps people enjoy wine with greater intention in their own unique way.
The first spot, “Showtime,” depicts a couple enjoying a night in with friends as they suddenly sneak away to share a private moment outside, taking in an incoming thunderstorm with a bottle of Meiomi. Watch below:
The second spot highlights Meiomi’s new lower-calorie, low-alcohol Pinot Noir, Meiomi Bright, for the first time. “Big Night Out” depicts a group of friends enjoying a weeknight at a jazz bar, waiting for their friend to arrive from work. Upon his arrival, we watch as the stress of work melts away and he is able to embrace the evening without worrying about the responsibilities that lie ahead of him.
REELated:
Tracey Pattani, CEO of BSSP, says, “There are only a few cherished wine brands. Meiomi is one of them. In this first campaign since we won the Constellation business, we had a big responsibility to build upon everything that’s working for Meiomi. To draw out what is special, give it meaning and don’t mess it up! We leaned into consumer insights research to uncover this fitting role for Meiomi as the brand that makes the moment feel whole.
As a part of this new partnership, Meoimi also worked with BSSP to develop a new brand identity, which is front and center in this new work, featuring a new, more premium look and feel and new tagline “To The Fullest.”
Straying away from the common tropes in wine marketing, the new spots also take a more cinematic approach to evoke the emotions of the consumers and illustrate the moments made perfect by Meiomi.
The campaign will run across TV, social and digital, with a series of short form videos, stills and carousels for paid social. It will also include seasonal banner ads for summer, and social and programmatic content will roll out later this year ahead of the Holiday season. This is the first work from BSSP since winning the Constellation business earlier this year.
CREDITS:
CLIENT: Constellation Brands
- Senior Vice President, Brand Management – Wine & Spirits: Billy Lagor
- Vice President & General Manager, Brand Management – Premium Wines: Julie Rossman
- Director of Brand Management, Meiomi: Tessa Holmer
- Senior Brand Manager, Meiomi: Lee Gamlin
- Associate Brand Manager, Meiomi: Marguerite Du Chaumont Quitry
- Senior Manager, Consumer Strategy & Insights: Wendy Yi
AGENCY: BSSP
- Executive Creative Director: Sinan Dagli
- Creative Director: Robyn Tenenbaum
- Senior Art Director: Lauren Byers
- Senior Copywriters: Justin Cannon, Michael Reiner
- Art Director: Claire Hentzen
- Copywriter: Brendan Nicholes
- Design Director: Dennis Remsing
- Head of Strategy: Jake Bayham
- Strategy Director: Amanda Mobley
- Senior Content Producer: Chrissy Wamsher
- Associate Producer: Shelby Deffterios
- Head of Accounts: Mark Yee
- Group Business Director: Maura Mattoon
- Account Supervisor: Amanda Burtnett
- Account Executive: Gill Lau
