CHALLENGE

GatoNegro approached DAf to work on a repositioning of their brand, seeking to change their previous tagline “Adored Everywhere” to one strategically aligned to the quality and appeal of their wines.

As market research revealed that flavor was the main reason consumers preferred GatoNegro, DAf created a branding concept based on GatoNegro’s flavorful quality. Key visuals, a tagline, a brand video and a strong digital campaign were made to support this new concept.

SOLUTION

DAf began by exploring the flavors of each variety of GatoNegro—from hints of vanilla and chocolate to rich fruit sensations.

KEY VISUAL

To create a key visual that easily communicated each wine’s tasting notes, we laid out a series of ingredients in small tasting pots. These were arranged in the shape of the brand’s famous black cat, reinforcing the black cat as brand ambassador and giving credence to the new tagline: “It’s all About Flavor”.

BRAND VIDEO

To create a key visual that easily communicated each wine’s tasting notes, we laid out a series of ingredients in small tasting pots. These were arranged in the shape of the brand’s famous black cat, reinforcing the black cat as brand ambassador and giving credence to the new tagline: “It’s all About Flavor”.

The alluring visuals and charming cat-like voiceover—complete with humorous puns—signaled a new direction for the brand: one in which the taste of the wine is celebrated.

NYC is GatoNegro’s principal US market. Here’s the It’s All About Flavor campaign lighting up Times Square.

POS APPLICATIONS

WEBSITE

We created a lexicon specific to the charming black cat’s wonderful world of flavor, including plays on words and intentional over-use of the letter “R” to suggest purring. This lexicon has been adapted to easily translate to English, Spanish and Portuguese.

SOCIAL MEDIA

The clean, sharp, colorful visual world portrayed in the key visual has been adapted for social media and is also present on the GatoNegro website. Through strategic alliances with influencers, the wonderful world of flavor was promoted throughout GatoNegro’s social channels, especially on Instagram.

STORIES

RESULT

The client was delighted with the repositioning. The campaign was successfully tested in the USA and has seen been adapted for global markets.

Working with DAf has been an excellent experience. Their high-performing team has shown a great creativity, willingness and enthusiasm for tackling the challenges we give them. Thanks to DAf, we’ve been able to consistently implement GatoNegro’s new brand positioning: They swiftly captured its brand DNA; boosting its attributes and reaching global consumers through entertaining proposals that align perfectly with our brand positioning.