REVOLUCION - Lancers Wine

Once upon a time (about 60 years ago, actually), a Portuguese Rosé called Lancers arrived in the United States. The brand enjoyed great successes for more than 20 years, but fell victim to two evil step-sisters: Neglect and Abandon.

Fast forward 40 years. The Lancers brand was all but forgotten by General Market consumers and the little life it had left was due to Latino devotees. This was the state of affairs when it arrived at REVOLUCION in 2000. By 2002 and drawing on its Latino following, Lancers had become the #3 brand among Latino Wine Drinkers.

In 2005, we embarked on another huge endeavor: bringing Lancers back to life in the General Market. This meant rethinking the brand from scratch: designing an entirely new marketing approach, and of course, slipping on a new frosted-glass slipper.

Building on Lancers' new look, REVOLUCION set out to redefine the way young wine drinkers viewed their wine choices: there's more to life than just reds and whites. Lancers introduced "Drink in Living Color," the hip, stylish choice for those who want to live creatively.

Everything about the campaign - from our partnership with VH-1 (on-air and online) to radio, POS and print - highlights the colorful, exuberant spirit of this Latin brand and maximizes its crossover appeal. Among the campaign's many accomplishments, Drink in Living Color is VH-1's most successful on air/online program ever.