The agency is charged with making the brand appeal to an audience of younger consumers, via a television advertising campaign that will run later this year in the UK, and across European markets in 2006.
The work follows on from a 拢1m outdoor campaign, which ran in the UK last year prior to Christmas. It was created by BBDO Portugal.
Paul Evans, senior product manager for Mateus Rose at First Drinks, said: "Our goal is to continue to encourage new consumers aged between 20 to 35 years old to discover Mateus Rose, by building on the significant packaging and advertising investment made in previous years, and we believe that this new communication will work effectively to do this."
Although the brand has been seen as somewhat naff in the past, rose sales have been rocketing over the past two summers in the UK -- partly boosted by the "drink pink" campaign for Mateus Rose.
Ben Langdon, chairman Euro RSCG UK, said: "Mateus Rose is one of the most widely recognised and distributed wine brands in the world, and we are delighted to have seen off stiff creative competition to be appointed to manage this task."
Langdon said the agency was looking forward to the challenge of rejuvenating the Mateus brand in the rapidly growing rose wine sector, and to have the opportunity to take the creative campaign global.
Mateus Rose is produced by Sogrape Vinhos and distributed in the UK by First Drinks Brands. It retains Manning Gottlieb OMD as its media agency. The creative pitch was managed with the support of ISBA.
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