Ricard
Following the success of its iconic ‘Born à Marseille’ campaign, Ricard unveiled a new season - going even further to celebrate the brand’s origins and forge strong connections with its consumers.
The new campaign features three teams of bartenders who embody France’s #1 spirits brand(1). These duos - Fred & Nora, Théo & David, and Georges & Taylor - showcase Ricard’s universe in a contemporary manner, anchoring the brand in our time in order to continue building engagement with our strategic target, young adults(2). By establishing itself as a cultural leader capable of evolving with the times, Ricard aims to confirm its position as a landmark brand for all generations.
First launched in 2020, ‘Born à Marseille’ has played a key role in strengthening the connection with this target audience, achieving a remarkable +18% CAGR from 2019 to 2023(3). In addition, the campaign has consistently ranked among the top three most effective spirits campaigns in France from 2020 to 2023 (Ipsos Display Barometer). In 2021, it was also honoured as “the most efficient campaign in the alcohol & beverages category” by the Effie Awards.
- Nielsen France, HMSM + PROXI + DRIVE, Total Spirits, MAT P3 2024.
- Of legal drinking age.
- Convince (Closeness), Prime, Calendar Year 2024, 18-29 YO, FRANCE.
- IWSR, Total France, 2023, in Volume (litres).
The objective of this new season is to keep building the connection with young adults(2), reminding consumers that Ricard is a landmark brand for all generations.”
More than one in ten one-litre bottles of spirits sold in France is a bottle of Ricard(4)