Veuve targets millennials in first digital ad campaign

Veuve Clicquot has launched its first ever digital advertising campaign to target millennial consumers, drawing inspiration for three short films from its formidable former owner, Madame Clicquot.

The campaign, targeted at millennials, launched this month on the brand’s Tumblr and You Tube channel

Under the banner of “Let Life Surprise You”, the Champagne house has produced three short films intended to resonate with its younger consumers, specifically millennials.

The three films, named “On Entertaining,” “On Negotiating,” and “On Making an Impression,” were inspired by Madame Clicquot, who ran the company during the 19th century. She was just 27 when she was widowed and took the unprecedented step to take on the running of her husband’s wine business.

“At Veuve Clicquot, we honor tradition and hold strict standards, but we remain firmly focused on the future”, says Veuve Clicquot’s president and CEO Jean-Marc Gallot. “With this new campaign, we want to engage our growing international consumer base in a way we never have before, to bring a new spirit to an even wider new audience, without ever forgetting what has always made us great.”

French actress Juliette Binoche stars as the voice of Madame Clicquot in each of the three films, which were created by director Peter Glanz alongside creative agency Rokkan – a division of Publicis Groupe.

Launching this month, each film seeks to “break the formality surrounding Champagne consumption” , depicting millennials in varying situations in which Veuve Clicquot is commonplace. The campaign will “live continuously” on the brand’s Tumblr page and YouTube channel.

“Millennials across the world follow their convictions, not convention, just as Madame Clicquot lived life without being limited by the expectations of others”, said John Noe, CEO and founder of Rokkan. “Our goal as the creative lead in developing this new campaign was to bring her story to life in a way that would resonate and inspire a new generation.”

To view the films visit veuveclicquot.tumblr.com