Veuve Clicquot is launching its first-ever digital advertising campaign by resurrecting the Champagne House’s namesake, Madame Clicquot, who ran the company during the 19th century.
Developed with its new creative AOR Rokkan, the "Let Life Surprise You" campaign is designed to reach "stylish, empowered, and influential females, just like Madame Clicquot," the company said.
The campaign centers around three films that support the brand's heritage and "break the formality surrounding champagne consumption" through everyday experiences. Actress Juliette Binoche serves as the voice of Madame Clicquot.
“Our goal as the creative lead in developing this new campaign was to bring [Madame Clicquot’s] story to life in a way that would resonate and inspire a new generation,” says John Noe, CEO and Founder of Rokkan.
The “On Entertaining” clip shows a group of friends gathering for an impromptu party – one friend brings takeout, another décor, and another assembles wine glasses and tumblers before opening a bottle of Veuve Clicquot. The ad ends with the surprise that this party is not in a home, but in fact in an operating furniture and design store.
The “On Making an Impression” spot depicts a young woman who sneaks her way into an exclusive party to give her resume to a powerful business woman. She successfully navigates around the Napoleonic Code just in time to be invited to the table.
Lastly, the “On Negotiating" spot shows two friends bargaining over the price of a vintage coat. When the estate salesman will not seem to negotiate, the women decide that it’s nothing a bottle of Veuve Clicquot can’t fix.
These clips appear on the brand’s Tumblr page and YouTube channel, and are supported through social media outreach.
This entire project represents a new direction for the champagne brand which traditionally has been aimed at older drinkers. “We have found great success reaching our consumer through events like the Veuve Clicquot Polo Classic and our national tours, but we wanted to extend further. Advertising allows us to share our message on a broader scale," stated Vanessa Kay, SVP, Veuve Clicquot, U.S.