Agency: Ogilvy & Mather | Author: Brian McCarter |
Perrier-Jout
INTRODUCTION
Perrier-Jout was a little-known champagne that wanted to be a big brand. It did not have the ubiquity of Mot & Chandon, the prestige of Bollinger, the advertising budget of Lanson or the price advantage of the retailers' own-brand champagnes.
What it did have was the finest champagne available for under 20 and an illustrious history, dating back to champagne's Golden Age, the Belle Epoque, when it was the house champagne at Maxim's and other celebrated Parisian establishments.
The role of advertising was obvious: to...