Mateus is investing pound;1.5m in new TV advertising to drive awareness and trial over the summer, and is adding a new varietal, Shiraz, to its Original and Tempranillo ros eacute; offering.
The adverts pick up their theme from last year’s pink polar bear execution, this year featuring pink penguins, and will run for six weeks from mid-June across Channel 4, ITV, London Granada, Scottish and Central.
“By advertising during programmes such as The F-Word, we will reach our target audience of young sociable female drinkers,” said Anthony Habert, senior brand manager for Mateus at its distributor, First Drinks Brands.
Referring to the launch of Mateus Shiraz, Habert added: “Launching a third varietal means Mateus now offers a full complement of styles through dry, medium-dry and medium within the sub- pound;5 sector, thus catering for all tastes and all ros eacute; drinking occasions.”
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