The campaign will support its latest variant, Mateus Rosé Temperanillo (rsp: £4.99), as well as its Mateus Rosé Original wine (rsp: £3.99).
Paul Evans, senior product manager for Mateus Rosé at distributor First Drinks, said: “During the summer of 2004 Mateus Rosé was the largest advertiser in the wine market [ACNielsen NMR 2004] and we are set to be even bigger in 2005 with a 20% year-on-year increase in marketing spend.”
The campaign, which will be launched on TV on July 4, will run throughout the summer with the aim of recruiting new, younger drinkers to the brand.
“Mateus Rosé is a driving force in the rosé wine market. With this new and original advertising campaign and the launch of the new Temperanillo varietal, we expect the performance of Mateus Rosé to accelerate,” said Evans.
The TV campaign will be supported by a poster campaign on London Underground as well as sampling activity.
The advertisements feature a pink polar bear against a backdrop of an artic setting, with the strapline ‘Anyone can do cold and pink. No one does rosé like Mateus’. The words ‘Taste Matters’ also appear on the posters.
The rosé wine category grew by more than 27% in volume and value in the UK last year [ACNielsen MAT to April 16, 2005] and has been growing at more than 20% for the past three years, resulting in a 5% share of the total wine market.