This summer, more consumers are making unexpected choices when it comes to their drinking habits. With some jumping on the “damp” lifestyle trend or others opting for red wine as their drink of choice. And brands like Meiomi, the number one Pinot Noir in the U.S. and a leading wine brand priced $15 and above, are taking note. Tapping into these insights, Meiomi is launching a new campaign that highlights how people are enjoying wine together with greater intention. 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. The first spot, “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. 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. It will also include seasonal banner ads for summer, and social and programmatic content will roll out later this year ahead of the Holiday season. This is the first work from BSSP since winning the Constellation business earlier this year.