Veuve Cliquot’s audience won’t recognise its campaign song as The Beatles’ 1966 hit, but they will understand its feeling. The champagne brand and BETC Etoile Rouge have captured the optimism of the northern hemisphere spring in a joyful ode to the sun – and a departure from classic champagne advertising with its youthful fashion feel. The international brand campaign expresses one of Madame Clicquot’s convictions that each new day opens new paths to build a brighter future. Veuve Clicquot has long been a symbol of profound optimism, boldness, and steadfast resilience. Its signature colour, the yellow of the rising sun, is the central visual motif of the campaign. It has been included on Veuve Cliquot labels since 1877.
The song, Good Day Sunshine, has been reinterpreted by Canadian pop singer, Charlotte Cardin. The campaign film was directed by Jan Gleie and the print campaign was shot by Tyler Mitchell.
“This new brand campaign is the embodiment of Veuve Clicquot’s belief that every sunrise is the promise of endless opportunities,” stated Carole Bildé, chief marketing & communications, Veuve Clicquot. “From Madame Clicquot’s profoundly optimistic state of mind to our iconic yellow, our link to the sun is rooted in our DNA and our 250th anniversary was the opportunity to claim it loud and clear! This new campaign breaks the codes of the champagne category, elevating Veuve Clicquot as a luxury House beyond the category while staying true to its effortless chic brand identity.”
The campaign is running across print, OOH & digital and will also include one exclusive showcase of Charlotte Cardin, broadcasted digitally.
Credits:
Client: Veuve Clicquot
Brand Management: Caroline Bilde, Brune Faillot & Iryna Shkorubska
Ad Agency: BETC Etoile Rouge
Executive Creative Director: Florence Bellisson
Associate Creative Director: Fanny Buratto
Art Director: Julie Richard
Copywriter: Jeremy Claud
Music Creative Director: Sidney Guillen
Creative Traffic: Letizia Felici
TV Producer: Muriel Allegrini
Account Management: Delphine de Canecaude, Marine Fresel & Julia Schenck
Production Company: BIRTH
Director: Jan Gleie
Sound Company: GUM
