Marketing: In the pink again – Mateus to spend £1.2 million

Reviving its successful TV advertising campaign of 2005, Mateus Rosé will be  spending £1.2 million this summer to drive sales and brand awareness during these key months for the UK rosé market.

Helen Bull, Mateus’ brand manager, said, “Mateus Rosé is at the forefront of the category’s success with growth of 22%. We are confident that our significant level of UK investment this year will take brand awareness to new levels and outperform any other wine advertising with its creativity and levels of spend.”

Featuring the strapline “Anyone can do cold and pink. No one does rosé like Mateus,” The pink polar bear adverts will be screened throughout August, during programmes such as Big Brother and Hollyoaks to reach a target demographic of 20-35-year-olds. The campaign is expected to be seen by 26 million adults across the UK.

The brand will also be supported by chilled in-store sampling and POS kits.

© db August 2006