Moet & Chandon
We made Moët OK to drink anytime.
US consumers saw Moët Champagne as a special occasion-only beverage, too expensive to consume regularly, and unapproachably French.
We went about creating a campaign that captured the American spirit, expanding the occasions on which Moët could be consumed by positioning it as both approachable and aspirational – a champagne that could enliven any occasion that involved friends and loved ones. Why shouldn’t the everyday be special?
The Moët print and digital campaign saw global sales for LVMH champagne brands (led by Moët and Dom Perignon) increase by 19% over the previous year. Sales increased from $300 million to $1.4 billion.