Promoting conviviality for a wine and spirits giant
Pernod Ricard, one of the world’s leading wine and spirits retailers, has historically prioritised the promotion of its consumer brands over its corporate brand. In 2018 it decided to make the corporate brand more synonymous with its vision of ‘conviviality’.
Approach
The goal of the campaign was two-fold – connect Pernod Ricard’s wide portfolio of brands with a core unifying concept around conviviality, and, at the same time, provide its global workforce with a strategic purpose.
The Convivialists is an online magazine-style platform containing multiple pieces of content around the theme. Employees and consumers alike can discover why the world needs conviviality through research, infographics, a manifesto, films, a quiz and articles. The platform has a wide audience but it primarily targets female, educated, millennials in the US – Pernod Ricard’s biggest growth market.
Our work included:
- Thorough market and audience research; audience personas and KPIs
- Editorial strategy and content development
- Creation of a clean, image-led visual identity
- Design and build of a magazine format website
- Commissioning and editing feature articles and snackable content designed for social sharing
- Campaign messaging aligned for internal and external audiences
- Digital launch plan and social media content
- Creation of an internal launch film
Result
The film The Power of Convivialité achieved 1 million YouTube views within two weeks of external launch and within the first month nearly 600 people became advocates of the ‘Become a Convivialist’ movement. The Convivialists has had 30,000 visitors within the first month.
