As we devised a campaign that could recast this timeless brand for a modern audience, Madame Clicquot herself was our muse. She lost her husband, Francois Clicquot, suddenly at the age of 27 and courageously stepped into his shoes. At a time when women were expected to tend to family affairs and entertain at society balls, Widow Clicquot went to work and became one of the first modern-day businesswomen.

With a millennial target, we also took a decidedly digital approach, enlisting the help of celebrated director Peter Glanz and award-winning actress Juliette Binoche to produce a series of three short films, each illustrating everyday modern-life lessons for the bold and unforgettable woman of today’s generation: the Madame Clicquot woman.

Although the campaign has been underway for only 4 weeks, early reporting shows a positive trend toward meeting our business goals. View-through rates on YouTube and click-through rates are above average. In addition, the media we bought against audiences outside of wine and spirits performed well, indicating our ideas are resonating with the target audience.