Brown Brothers encourages women to ‘Wear the Damn Dress’ in new Prosecco campaign via TABOO
Brown Brothers, Australia’s No.1 Prosecco, is giving Australian women permission to wear the dress, use the good glasses, buy the flowers, and pop the bubbles, in the latest evolution of its long-running Proseccoyeah! platform, created with independent creative agency TABOO.
Shot by Juli Balla, the new summer campaign is led by the rallying cry: “Wear the damn dress. Pop the bubbles.”
TABOO has worked with Brown Family Wine Group since 2025 and serves as lead creative agency across key ranges in the portfolio.
The work builds on a tension familiar to many women: the dress gathering dust with its tags still attached, the holiday that remains indefinitely unbooked and the good glasses waiting for an occasion deemed sufficiently special. Brown Brothers’ message is simple: stop waiting.
The campaign reframes indulgence as something that doesn’t need to be earned, justified or saved for later. It also continues the brand’s push to take Prosecco beyond traditional celebrations and into more spontaneous, everyday occasions.
Headlines including “Wear the damn dress. Pop the bubbles.” and “Use the Good Glasses. Pop the bubbles.” anchor a series of key visuals pairing small acts of self-indulgence with Brown Brothers Prosecco.
The deliberately candid visual treatment moves away from the category’s familiar language of sanitised gatherings and picture-perfect celebrations. Instead, the campaign embraces something more personal, playful and slightly unruly.
Says Georgia Bruton, Chief Marketing Officer, Brown Family Wine Group: “Proseccoyeah! resonated because it gave our audience permission to enjoy Prosecco on their own terms – not only on special occasions. This next chapter is more confident, culturally relevant, fun and unapologetic. By encouraging women to stop waiting for the ‘right’ moment, we’re reinforcing Brown Brothers’ position as Australia’s leading Prosecco while earning a place in more of the everyday moments that matter.”
Says Charlotte Adorjan, Executive Creative Director, TABOO: “Why are we all waiting for someday? Wear the dress. Book the trip. Use the good glasses. Open delicious bubbles on a Tuesday simply because you feel like it. This campaign is a rallying cry to stop saving joy for later – and make the moment you’re in feel worth celebrating.”
The campaign is rolling out nationally across out-of-home, television, digital, social and in-store channels. The work continues the momentum of Proseccoyeah!, which was awarded Silver in Best Integrated Campaign at the 2026 Shop! ANZ Retail Marketing Awards.
Client: Brown Brothers
Georgia Bruton – Chief Marketing Officer
Paul Gloster – Head of Portfolio
Sarah Bronsvoort – Senior Brand Manager
Monique Brougham – Brand Manager
TABOO:
James Mackinnon – Chief Executive Officer
Charlotte Adorjan – Executive Creative Director
Angus Pearce – Managing Director
Robyn Bergmann – Creative Director
Zoe d’Orey – Junior Art Director
Alicia Spyropoulos – Junior Copywriter
Sharni Campbell – Senior Account Director
Ragina Hong – Account Manager
Amy Simmons – Senior Producer
Lewis Brown – Integrated Designer
Leon Kustra – Finished Artist
Dane Falkström – Design Director
Production Company: Photoplay Photography
Juli Balla – Director/Photographer
Alison Lydiard – Executive Producer
Anna Cuthil – Senior Producer
Jonathan Chong – Editor
Media Agency: Halfdome
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