Santa Margherita Wines, Miami, announces the launch of its new advertising campaign — For Who You Are. This is the first campaign for Santa Margherita Wines as part of its new partnership with U.S. importer Santa Margherita USA Inc., also of Miami, the company says. For Who You Are will feature TV, print and digital advertising, kicking off a new creative approach with an intimate look at the Santa Margherita brand, it adds.

The brand engaged CP+B Miami to collaborate on the new direction, broadening Santa Margherita's appeal to a new generation of wine drinkers while remaining true to a premium legacy that continues to resonate with its core consumers. The campaign will be the brand’s biggest spend on TV advertising, it says.

For Who You Are highlights the brand's principle values of provenance, character and craftsmanship, bringing to life the shared values that connect people to the stories behind every bottle of Santa Margherita, the company says. The TV spot, directed by Jacob Rosenbergat in the Santa Margherita vineyards in Italy, invites consumers on the parallel journeys of a young artist and a bottle of wine. From birth and the sprouting of a grapevine, the ad celebrates the determination and dedication that leads to the full potential of both the artist and the wine, the company says.

"It's the story of hard work and dedication that shows how striving for becoming who you want to be pays off in the end," said Gustavo Sarkis, executive creative director for CP+B, in a statement. "'For Who You Are' resonates with anyone that has a goal set for life."

Mark Lyle, vice president of marketing for Santa Margherita USA Inc. added: "With the addition of Santa Margherita Wines to the Santa Margherita USA Inc. portfolio this year, we are excited to now share a more personal side of the brand with consumers. The launch of this campaign reveals the new direction of our positioning, allowing consumers a glimpse into the passion and dedication we pour into our wines, and celebrating those same values that enrich our consumers' own stories."

The TV spot will run nationally on various cable networks and will be supported by print and digital, with ads running in various consumer and trade publications throughout 2016.