Let Life Surprise You
Role Creative AOR
Assignment 2016 and 2017 Brand Campaign
Channel Digital, Creative and Social
Services Strategy Creative Concept Creative Production Social Amplification Visual Design Technology
How does the oldest champagne brand in the u.s. fill the hearts and glasses of millenials?
LET LIFE SURPRISE YOU.
With Americans drinking an average of only 1/3 of a glass per year, Champagne is relegated and often dismissed as a special occasion drink to be brought out infrequently, only for formal occasions. Over the last 10 years, it’s taken a back seat to Prosecco and other spirits which have grown through high investment, novelty innovation and shifting consumer trends.
As the largest Champagne brand in the U.S., Veuve Clicquot did not have a market share problem. Instead, it saw a broader opportunity to find a new place for Champagne in the hearts and glasses of a finicky set of drinkers—millennials. In particular, millennials who were unfamiliar with Veuve Clicquot’s inspiring brand story and saw Champagne as unrelatable; a fancy drink for fancy people. This perception couldn’t be further from the truth.
BY illustrating modern life lessons for today's bold and unforgettable woman - the Madame Clicquot woman.