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Apart from cable networks, the campaign’s ads will feature across various consumer and trade publications throughout the year
Santa Margherita has launched a new advertising campaign titled For Who You Are. The push is the first initiative under its American import umbrella, and entails a mix of television, print, and digital elements. The creative approach engaged is aimed at taking an intimate look at the brand.
The winemaker engaged CP+B Miami to collaborate on the new direction. A key objective of the effort is to broaden its appeal to a new generation of drinkers, while upholding a legacy which resonates with its consumers. The push represents the company’s largest advertising spend in television to date.
Meanwhile, For Who You Are highlights the group’s principal values of provenance, character, and craftsmanship, bringing to life qualities that which people to the stories behind every bottle. Shot at Santa Margherita’s vineyards in Italy, the spot was directed by Jacob Rosenberg.
The commercial invites viewers to embark on the parallel journeys of a young artist and a bottle of wine. Between birth and the sprouting of a grapevine, the execution celebrates the determination and dedication which led to the full potential of both the person and the product.
“With the addition of Santa Margherita Wines to the Santa Margherita USA portfolio this year, we are excited to now share a more personal side of the brand with consumers. The launch of this campaign reveals the new direction of our positioning,” said Mark Lyle, Vice President of Marketing at Santa Margherita USA.
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