Perrier-Jouët
Founded by botanists and known worldwide for its famous anemone emblem, Perrier-Jouët has always had a deep connection to nature. Now the brand’s reputation for pioneering meaningful sustainable practices has been further underlined by the worldwide ‘Be More Flower’ campaign, showcasing Perrier-Jouët’s positive and desirable vision of the future.
The campaign stars award-winning French actress Mélanie Laurent, who is a long-time supporter of environmental causes, and is directed by Show Yanagisawa. ‘Be More Flower’ emphasises the critical importance of regenerative viticulture, which Perrier-Jouët aims to achieve for 100% of its terroirs by 2030. The campaign draws inspiration from the flower and its essential role in relationships within the ecosystem. Much like the flower and all other plant and animal species, we are part of nature, not apart from it. The House invites us to rediscover the importance of collaboration between species in order to better inhabit the world we share.
‘Be More Flower’ was launched globally across digital, out-of-home, print and retail channels, supplemented by pop-up events in selected cities worldwide. The campaign generated €8 million in advertising value equivalency (AVE) - the brand’s highest-ever earned media organic PR - reaching 270 million people and helping drive a 350% increase in website traffic.
We are delighted that Maison Perrier-Jouët is sharing its vision of nature and the future through this campaign, which goes beyond its own vineyard and reinforces its environmental contribution to the region and the community. With this initiative, we are restating our determination to take positive, concrete action for the ecosystem of the Champagne region, to which we belong.”
The campaign reached
270mpeople