As Pernod Ricard is committed to building leading lifestyle brands, it is imperative that key team members have a future-forward outlook on new trends. The client tasked us with creating a channel to inform, inspire and stimulate the cultural insight of Pernod Ricard’s top marketing executives and brand managers, keeping them at the cutting edge of creativity. We were asked to come up with a solution to ignite curiosity and cut through to the heart of future trends. In response, we developed Scalpel, a book designed to slice through the fat to expose the beating heart of global creativity.

The information in the book is highly sought-after and exclusive. By making a premium quality book, we treat the content with the respect it deserves. The name and the use of the medical analogy (selected ‘surgeons’ are invited to perform consultations, diagnoses and post-ops) reflects the book’s ability to cut through the cultural flab, saving Pernod Ricard’s time and directing their attention. It’s a short-cut to inspiration. We designed Scalpel to act as a tool to change the cognitive proves of the company and to help Pernod Ricard stay at the forefront of connecting with consumers.

Scalpel was created strictly for internal distribution. With only 500 copies printed and distributed to top-level brand influencers at Pernod Ricard, the book achieved its goal of becoming highly sought-after and respected. As such, an internal website was developed to keep the wider Pernod Ricard team several steps ahead of the trends shaping the lives of their consumers. As a result of the book’s success, a new volume will be published every 6 months.