The champagne brand Veuve Clicquot is to be marketed to younger adult drinkers through a new digital promotional campaign featuring French actress Juliette Binoche.
Three videos – which will be available through YouTube and Tumblr – will attempt to portray the luxury drink as one accessible to millennials, rather than a formal beverage for more senior consumers. The titles of the videos are titled On Making an Impression, On Entertaining, and On Negotiating respectively.
The advertisements have been produced by the Publicis Groupe’s subsidiary Rokkan. Binoche provides a voice-over as the eponymous veuve (widow) who pioneered the champagne house after her husband’s death .
John Noe, Rokkan’s CEO, said that the videos attempt to "break the formality surrounding champagne consumption," according to TheDrinksBusiness.com.
"Millennials across the world follow their convictions, not convention, just as Madame Clicquot lived life without being limited by the expectations of others. Our goal as the creative lead in developing this new campaign was to bring her story to life in a way that would resonate and inspire a new generation," he added.
Jean-Marc Gallot, CEO of Veuve Clicquot, said, “At Veuve Clicquot, we honour tradition and hold strict standards, but we remain firmly focused on the future.
"With this new campaign, we want to engage our growing international consumer base in a way we never have before, to bring a new spirit to an even wider new audience, without ever forgetting what has always made us great."
© 2016 European Supermarket Magazine – your source for the latest retail news. Article by Peter Donnelly. To subscribe to ESM: The European Supermarket Magazine, click here
