After the near extinction of Malbec in Europe due to the 19th-century phylloxera epidemic, Nicolás Catena Zapata, Nicola’s grandson, led the grape’s renaissance in Argentina. His discovery of extreme high-altitude terroirs in the Andean foothills resulted in wines of unparalleled quality. As more competitors have started to embrace Malbec and high-altitudes, Robilant guided Catena to shift their focus from mountain visuals and high-altitude references to engaging today’s consumers through rich and imaginative storytelling, thus reaffirming their pioneering and leadership status.
In a typical Robilant fashion, the ads masterfully blend brand heritage with a forward-facing energy. The campaign features illustrations styled after historical hand engravings, with Catena family members starring as the protagonists of a compelling adventure. Each illustration serves as an individual metaphor, representing different parts of the brand’s story and creating a visual allegory of Argentina’s love for Malbec.
To truly capture the essence of Catena, Robilant spent a week immersed in Argentinian culture and exploring Catena’s rich legacy, culture, and aspirations. Fabio Molinaro, Creative Director at Robilant, explained that their aim was to transform a family history into a legendary myth, allowing the observer to interpret and complete the tale, thus feeling part of it.
The multi-channel campaign encompasses various platforms, including billboards and out-of-home activations across the United States, as well as the brand’s social channels. The campaign unfolds in a series of illustrative chapters like “The Adventure”, “The Vision”, and “Argentinian Pride”. The dream-like allegorical style engages consumers in the story much more than just a picture.
Robilant has also created a digital visual experience for Catena’s website and social channels as part of the campaign. The narrated video brings the illustrations to life, taking viewers on a visual journey to early 20th century Argentina, delving deeper into the brand’s history. Robilant’s work brings Catena’s heritage closer to the modern consumer, allowing the brand to draw on its strong identity in a campaign that conjures romance and adventure to engage across multiple touchpoints.
As Catena wines continue to captivate palates globally, the brand’s forward momentum is not only fueled by the legacy of Nicolás Catena Zapata but also by the innovative vision of Dr Laura Catena, infusing it with fresh ideas and a commitment to pushing the success of Malbec further for the next 200 years.
“We are thrilled to work with Robilant to bring our story to life in the United States,” expressed Laura Catena. “This campaign is not just about selling wine; it’s about sharing our passion, our history, and our love for Malbec with the world.”
The campaign is now live in US markets.
