Chile – GatoNegro

Embrace Your Flavor

Challenge

GatoNegro, one of wine’s most popular brands, came to DAf to launch a new campaign with a purpose: To highlight their commitment to championing diversity, by combatting racism, ageism, ableism and gender discrimination. Their aim? To use the brand’s colorful positivity with a clear purpose that would ensure consumers, loyal to the brand in 13 countries, knew their brand was for everyone.
Client
Viña San Pedro
Capabilities
Brand Purpose

Campaign Video

Key Visual

Social Media

Video Adaptations

Photogrphy
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Solution

DAf developed a brand manifesto to fluidly connect the pillars of flavor and diversity. While previously, flavor was used to describe the wine’s portfolio, in this campaign it is updated as being inherent to the consumer. The tagline “Embrace Your Flavor” is directly linked to GatoNegro’s positivity and inclusiveness, underpinned by the brand video’s message encouraging consumers to “love your flavor, be proud of it, share it with the world.” The campaign is uplifting and feel-good, 100% aligned with brand’s upbeat character.

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Brand Purpose

More than ever, to maintain currency in the eyes of consumers, particularly younger targets, brands must actively take on and communicate their position on current sociopolitical events. For GatoNegro, championing diversity was a natural progression of previous campaigns, particularly the “It’s All About Flavor” campaign. The concept of “flavor” extends, now not only taking to the range of wines, but to the identities and backgrounds of GatoNegro’s vastly diverse consumers. What remains is the brand’s characteristically bright, cheerful voice that our target has come to love and expect.
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Campaign Video

The brand video reflects GatoNegro’s philosophy of how sharing our differences contributes to a richer, more flavorful world. Present worldwide, we wanted to make sure all types of consumers felt represented by the video. To this aim, we ensured we showed a wide variety of people in different places, doing different activities, all embracing their flavor.

The central narrative in the video shows a dinner party where a group of six consumers meets to share GatoNegro, affirming the idea that life is better when we celebrate our differences and share together!

Key Visual

Alongside black cats and bottles of GatoNegro, our six characters feature: confident, positive and most importantly, together.
Key Visual

Social Media Content

We created a range of pieces for social media, in formats both horizontal and vertical, to communicate across the brand’s networks.

Photography

We shot on-location in Santiago, capturing the bottle alongside our characters in the context of their dinner party.
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Embrace Your Flavor.