Catena

120 years in love with Malbec

Inspired by adventures of the Argentine winery’s long-lasting legacy, Milanese branding firm turns a family history into a legendary myth Following the near extinction of Malbec in Europe, by the 19th century phylloxera epidemic, Nicolás Catena Zapata led the renaissance of the grape in Argentina.

Robilant signs the communication campaign, now on air in the US, of the Argentinian winery Catena, judged "World’s Best Vineyard" in 2023. Since its foundation, the winery has taken care of the preservation and ennoblement of the Malbec grape variety, becoming its undisputed leader thereafter. To pay homage to a family tradition, now in its fourth generation, Robilant has created a communication strongly focused on the manual illustrative style and on allegory, based on which all the characters of the "family saga" assume a dedicated narrative function.

The 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.
The multi-channel campaign spans various platforms, including billboards and out-of-home activations across the United States, as well as the brand’s social channels.

The multi-channel campaign spans various platforms, including billboards and out-of-home activations across the United States, as well as the brand’s social channels.