I know this is no time for the great celebration drink, Champagne. But Napoleon is believed to have said of the drink: In victory you deserve it, in defeat you need it. Let us hope we can defeat the coronavirus soon, as the festive season in 2020 gets under way.
Here, I have attempted to put down my thoughts for a champagne brand from Pernod-Ricard, Perrier-Jouet. I had the chance to visit Perrier-Jouet in Epernay way back in the mid-90s while at Ogilvy, Delhi, where I was working on Seagram ( prior to Pernod Ricard’s takeover). Recently I visited their website and that prompted this line of thinking and work.
Perrier-Jouet is a relatively small and niche Champagne brand amongst many larger and better-known brands such as Dom Perignon and Moet Chandon from LVMH, Krug, Taittinger, and many others. However, the brand has a very distinctive imagery that derives in part from the product and from its associations with France’s Belle Epoque and Art Nouveau movements.
First, as a strategy, I look at how they can widen the appeal of Champagne as a drink and increase the depth of consumption, thereby growing the market for themselves. Then, I look at the need for brand communication, a new platform to balance the artistic one they already have, as well as a communication package for gifting. I didn’t try making a Perrier-Jouet brand campaign video because I couldn’t have found the right stock footage for the storyline I had in mind. My scripts, however, are part of the document.
Perrier-Jouet brand strategy and ideas:
Launch advert and website for Perrier-Jouet:
Brand campaign for Perrier-Jouet in print, including gifting adverts:
Perrier-Jouet Gifting TV Advert/Video:
Branding designs for Art of The Wild:
Branding designs for Perrier-Jouet Salon:
Once again, I must clarify that I am not a designer, but I have had to design these myself with help from Canva. Here’s to the end of Covid-19 and to a better 2021!
The images used in the campaigns are from Pixabay, PNG Fuel and Unsplash, stock footage used in the gifting video is from Pexels and Videvo, while Debussy’s Claire de Lune is from archive.org and I thank all of them.