Create the Chablis brand: Position it as originating in France (in some countries, it is a generic name referring to dry white wines), and as an elegant and refined white wine. We developed the tagline Chablis: The French Chic.Create a Chablis brand environment: We decided to enlist a famous French artist to express the Chablis wines and engaged artist/photographer Bettina Rheims and built an international exhibition tour of her campaign work endorsed by the Wines of Chablis.

The exhibition in New York took place at Bloomingdale’s, Metrazur, Grand Central Station and the New York Palace Hotel, between June and September 2007.

It raised 30+ pieces of press coverage in key target publications, with an estimation 10 million impressions and 3 million passers-by in the places of the exhibitions.