Integrated Annual Report FY21

“We are thrilled to release a beautiful campaign creating emotions around the brand while also championing our heritage. For over a century, Lillet has celebrated women as innately elegant, self-confident and free-spirited. Whether a drink or a lifestyle, it is always ‘hers to define’.”
SIMON DE BEAUREGARD, GLOBAL BRAND DIRECTOR, LILLET

Just like the sophisticated and independent women who enjoy Lillet, our fresh and fruity aperitif defies categorisation. The only way to drink it is the way you like it, which was the theme of the brand’s first global campaign, ‘Yours to define,’ launched in December 2020. Through video, print, digital and social ads that showcase the versatility of Lillet and the various occasions at which it can be enjoyed, the brand encourages women, its primary target, to break the rules and create their own. Directed by award-winning fashion cinematographer Victor Claramunt, the campaign includes three 15-second videos as well as a variety of social and digital content. As Lillet is distributed in 50 markets and growing quickly worldwide, the campaign was translated into four languages to reflect the international reach of this timeless aperitif. A fully adaptable digital communication toolkit was also distributed to all markets. The global success of this campaign shows just how well Lillet resonates with contemporary consumer trends and women’s desire for authenticity, natural flavours and lower-alcohol drinks.