POL ROGER – REPOSITIONING CHAMPAGNE FOR EVERYDAY OCCASIONS
Our brand new campaign for Pol Roger Portfolio ‘Delight in Every Moment’ leans into a major consumer behavioural shift in the sparkling wine sector. Champagne is transitioning from a product reserved for celebrations to one being consumed more frequently; a drink for every occasion.
The special occasions depicted in the two creative executions are deliberately unexceptional and accessible to our customers. The first creative shows a couple enjoying a picnic on a glorious summer’s day. In addition, the second sees a group of friends delighting in an intimate casual supper.
The simplicity of these ideas re-enforces the campaign message ‘Delight in Every Moment’. As a result, the campaign prompts consumers to re-appraise their frequency of Champagne consumption. Pushing this idea further, the ad signs off with the tag ‘...what constitutes a special occasion is of course entirely up to you’.