Pineau des Charentes banks on North American market
The Comité National du Pineau des Charentes has restated its trust in Sopexa, awarding the agency its next communications campaign in Canada. It has also selected Sopexa to orchestrate its first communications campaign in the United States.
In Canada, the campaign will focus on the province of Quebec. The aim is simple: to increase awareness of Pineau des Charentes amongst consumers of aperitif sippers and after-dinner liqueurs.
The communications campaign will capitalise on the emotional appeal of Pineau des Charentes, highlighting its hedonistic personality in order to position it as the go-to aperitif at a time of rising consumption amongst wine and spirit lovers.
With print, digital and poster media, this campaign will rely on a celebrity who will serve as a brand ambassador. To round out the 360° approach, a social media drive and events program will provide consumers a more impactful brand experience.
In the United States, where Pineau des Charentes is launching its first awareness campaign, the challenge involves making a name for the product. There are a number of angles and opportunities: Pineau des Charentes fits in perfectly with American consumers’ growing demand for premium and “craft” products made using authentic, traditional methods.
The agency has been given a threefold mission to develop:
A comprehensive communications platform, specific to the U.S.A, which every brand of Pineau des Charentes can leverage in order to make itself known on the market based on its strategy and positioning, i.e. key messages, content creation and communications media.
Actions to help get Pineau des Charentes stocked: participation in major trade events in the mixology, restaurant and distribution spheres and creation of events focusing solely on Pineau des Charentes.
- Finally, public and press relations drives to build awareness of Pineau amongst key opinion leaders.
Press contact : Ghislaine PLUS
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