Our branding platform, “How do you aperitif?” signaled to trendy women that this was more than a refreshing low alcohol drink, it was an experience to be shared with friends.
Widely consumed outside of the US, aperitifs are low-alcohol spirits generally served before a meal. While Lillet has been sold for close to 100 years in the US, its awareness and consideration remained low with its target: chic women enjoying experience-rich lives.
Brand challenges included low familiarity with the aperitif category and how to enjoy them. Lillet had significantly lower awareness even among consumers familiar with the category. A hell of a challenge, so why not add one more – demonstrate that Lillet wasn’t just for pre-meal occasions.
Our mission was to develop a “Lillet all-day” mindset built on an engaging education thought.
To educate consumers on the category we gave them control over the meaning of the brand. We educated our consumer about aperitifs by allowing her to define it for herself.
Our branding platform, “How do you aperitif?” signaled to trendy women that this was more than a refreshing low-alcohol drink, it was an experience unto itself to be shared with friends. There is no right or wrong way or time of day to open a bottle, it’s completely up you. Our work included brand platform documents, print, out of home advertising, and point of sale collateral.
Great brands (and their managers) seize great opportunities. Lillet’s brand leader deployed the new brand idea across a take-over of LA’s Grove retail and entertainment center. Ever-present OOH media was complimented by relaxed sampling events that put the beverage into its native habitat – comfortable moments between friends out enjoying the day.
Aperitif education led to greater awareness, which has helped fuel double digit growth for Lillet. Cheers!