Dadá launches limited edition ‘Universes’ activation to drive summer sales
This summer, Dadá, one of the most recognised and popular Argentinian wines, is rolling out a new limited-edition ‘Universes’ label activation across its best-selling Dadá #1.
At the core of the activation is Dadá #1 Art Wine, the same smooth, easy-drinking red blend with soft vanilla notes, designed to appeal to a broad consumer base
Featuring three distinctive designs – all with the same wine inside – the campaign is designed to drive standout on shelf, build talkability and visibility, and capitalise on key gifting periods in the lead-up to Father’s Day.
Inspired by the Dadaism art movement, known for rejecting rules and embracing creativity, Dadá continues to challenge traditional category norms with wines that balance approachability with bold personality.
The ‘Universes’ limited edition series comes to life by reimagining the brand across alternate worlds, where each limited-edition label represents a different interpretation of Dadá.
The result is a visually disruptive and highly collectable series, captured in the campaign line: A limited edition, for unlimited universes.
At the core of the activation is Dadá #1 Art Wine, the same smooth, easy-drinking red blend with soft vanilla notes, designed to appeal to a broad consumer base.
Available for a short window across May and June, the activation is designed to create urgency and drive purchase, encourage repeat purchase through collectability and increase visibility and standout in-store.
Launching in line with peak summer trading, the campaign also aligns with key occasions including Bank Holidays and Father’s Day, supporting both everyday consumption and gifting.
Redmond Gavin, wine director at Comans Beverages Ltd. commented: “Dadá has always been about bringing something bold and different, while remaining approachable and easy to enjoy.
“These limited-edition labels bring a fresh look to Dadá #1, while staying true to the style that has made it one of the most popular wines in the range and a firm favourite in Ireland for over 11 years.
“The wine itself remains unchanged – an easy-drinking red with soft vanilla notes that consumers know and love.”
Dadá ‘Universes’ limited-edition range will be available nationwide across all major retailers.
