Madam Sass Pinot Noir Rosé Launch

We positioned the second Madam Sass varietal—their Pinot Noir Rosé—as a lighter, cheekier version of the original. The madam’s sister, if you will.

The ‘half-and-half’ visual immediately talks to a new product, while leveraging the awareness and popularity of their established pinot noir. We played their differences and similarities against one another—across print, social and OOH—with a focus on lifestyle and trade publications through event and location-specific ideas.

Bonus inclusion of some discarded concepts that got us to where we landed.