RICARD
“In 2021, we added a new visual and video to the ‘Ricard. Born in Marseille’ campaign. Building on the three existing visuals, the new visual updates the campaign while improving the representation of young adults aged 18-25, one of our strategic targets.”
CÉDRIC MODICA-AMORE, MARKETING MANAGER
The ‘Ricard. Born In Marseille’ campaign added a new face and a new way to prepare Ricard in the summer of 2021. Marion joined Léa, Alexandre and Pascal in the line-up of young Marseille bartenders chosen to represent the brand in 2020. Fresh and undeniably bold, the campaign was voted no. 1 among spirits campaigns(1). By gaining six points in purchase preference among 18–34 year-olds(2), Ricard has achieved its goal and consolidated its leadership in French cross-generational spirits. With this campaign, Ricard is making a name for itself and celebrating its origins in Marseille. This local connection underlines its authenticity, a value that is more than ever sought after by consumers. Finally, with a slogan in English and faces embodying youth and diversity, the campaign also aligns with current trends in popular culture. Though it was born in 1932, Ricard is modernizing its image and adapting its style to a new era.
42M
9L CASES SOLD IN FY21
(1) Barometer IPSOS 2020.
(2) According to YouGov.