#Branding: Pineau des Charentes on its way to conquer Benelux! 


Pineau des Charentes suffered from a lack of awareness in Flanders and an outmoded image in Brussels and Wallonia. While loyalty had to be generated amongst current consumers, Pineau also had to appeal to younger generations.


The solution:

  • Create a new concept, bringing together these two targets in their current ways of enjoying the product.
  • Produce a Web series where the two targets were embodied in a mother and her son who each showed their own way of drinking Pineau des Charentes in a variety of situations:        http://www.pineau.be/fr/story/
  • To support this storytelling: special events, press and blogger relations, a targeted media plan (radio, print & digital) and tastings at events and in stores.