Casal Garcia Launches New Brand Campaign

Casal Garcia has launched a new communications campaign under the slogan ‘Assim como quem não bebe a coisa’, using humour to challenge long-standing preconceptions surrounding one of Portugal’s best-selling wine brands.

Created by creative agency O Escritório, the campaign is based on an insight drawn from market research: although many consumers claim they do not drink Casal Garcia, the brand continues to be present at countless moments of celebration and social gatherings. Playing on the contrast between perception and reality, the campaign seeks to dismantle this stigma with a light-hearted and humorous approach.

The campaign also reinterprets the well-known Portuguese expression ‘Há quem veja e quem diga que não vê’ (“Some see it, while others insist they don’t”), adapting it to the brand’s universe to remind consumers that many shared moments with family and friends—from long dinners to spontaneous toasts—often feature a glass of Casal Garcia on the table.

According to Ana Sampaio, Marketing Director at Aveleda, the campaign explores the gap between what consumers say and what they actually do, positioning the brand with a relaxed and confident tone. The aim is to break this taboo while reinforcing Casal Garcia’s authenticity and its emotional connection with consumers.

Running throughout July and August, the campaign will be featured across television, digital platforms, outdoor advertising, point-of-sale activations, and at the NOS Alive and MEO Marés Vivas music festivals.

With this latest campaign, Casal Garcia reinforces its positioning as the “Ambassador of Joy”, promoting a message of authenticity and encouraging consumers to celebrate life’s shared moments without preconceptions.