#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.
- 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.