Meiomi Pinot Noir and BSSP Says It’s Time to Live “To the Fullest”

This season, many individuals are making unique decisions regarding their drinking preferences. Some individuals are embracing the "damp" lifestyle trend, while others are choosing red wine as their preferred beverage. Meiomi, the top Pinot Noir brand in the United States and a leading wine company with prices above $15, is paying attention to these changes. In response to these observations, Meiomi is launching a new campaign that emphasizes how individuals are enjoying wine together with greater purpose.

Created in partnership with new agency partner Butler, Shine, Stern and Partner (BSSP), the campaign “To the Fullest” is led by two new :15s spots showcasing Meiomi drinkers engaging in moments of depth and substance.

Tracey Pattani, CEO of BSSP tells us: "There are only a few cherished wine brands. Meiomi is one of them. In this first campaign, since we won the Constellation business, we had a big responsibility to build upon everything that's working for Meiomi. To draw out what is special, give it meaning, and don't mess it up! We leaned into consumer insights research to uncover this fitting role for Meiomi as the brand that makes the moment feel whole."

The first spot below, “Showtime,” depicts a couple enjoying a night in with friends as they suddenly sneak away to share a private moment outside, taking in an incoming thunderstorm with a bottle of Meiomi.

Julie Rossman, VP of Brand Marketing of Meiomi, adds: "At Meiomi, we are inspired by people who live life to the fullest, and we are proud to offer a full-flavored portfolio of wine perfect for those moments when we’re living most fully,” said Julie Rossman, VP of Brand Marketing. “In our new campaign, ‘To The Fullest,’ we will highlight how Meiomi helps people enjoy wine with greater intention in their own unique way."

The second spot highlights Meiomi’s new lower calorie, low alcohol Pinot Noir, Meiomi Bright, for the first time. “Big Night Out” depicts a group of friends enjoying a weeknight at a jazz bar, waiting for their friend to arrive from work. Upon his arrival, we watch as the stress of work melts away and he is able to embrace the evening without worrying about the responsibilities that lie ahead of him.

As a part of this new partnership, Meoimi also worked with BSSP to develop a new brand identity, which is front and center in this new work, featuring a new, more premium look and feel and new tagline “To The Fullest.” Straying away from the common tropes in wine marketing, the new spots also take a more cinematic approach to evoke the emotions of the consumers and illustrate the moments made perfect by Meiomi.

The campaign will run across TV, social and digital, with a series of short form videos, stills, and carousels for paid social. This is the first work from BSSP since winning the Constellation business earlier this year.

Client: Constellation Brands

Senior Vice President, Brand Management – Wine & Spirits: Billy Lagor

Vice President & General Manager, Brand Management – Premium Wines: Julie Rossman

Director of Brand Management, Meiomi: Tessa Holmer

Senior Brand Manager, Meiomi: Lee Gamlin

Associate Brand Manager, Meiomi: Marguerite Du Chaumont Quitry

Senior Manager, Consumer Strategy & Insights: Wendy Yi

Agency: BSSP

Executive Creative Director: Sinan Dagli

Creative Director: Robyn Tenenbaum

Senior Art Director: Lauren Byers

Senior Copywriters: Justin Cannon, Michael Reiner

Art Director: Claire Hentzen

Copywriter: Brendan Nicholes

Design Director: Dennis Remsing

Head of Strategy: Jake Bayham

Strategy Director: Amanda Mobley

Senior Content Producer: Chrissy Wamsher

Associate Producer: Shelby Deffterios

Head of Accounts: Mark Yee

Group Business Director: Maura Mattoon

Account Supervisor: Amanda Burtnett

Account Executive: Gill Lau