Thinking like a consumer: Pernod Ricard focuses on WOM

This event report looks at how drinks company Pernod Ricard has sought to keep the consumer journey in mind as it pursues a strategy of premiumisation and innovation.

Thinking like a consumer: Pernod Ricard focuses on WOM

John Davidson

Word of mouth is still an important marketing tool and brands must always strive to innovate. Marketers must also remember to keep in mind the view of the consumer. So said Martin Riley, chief marketing officer of drinks giant Pernod Ricard and president of the World Federation of Advertisers, when addressing the Festival of Media 2014 in Rome, Italy.

Riley outlined Pernod Ricard's core principles. "We believe very strongly in premiumisation," he said – the company's two global pillars are the brands Chivas Regal and Absolut Vodka – adding,...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands