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Veuve Clicquot celebrates 250 years of Solaire with global launch of “good day sunshine” campaign.
Veuve Clicquot, the iconic champagne House, has long been a symbol of profound optimism, boldness, and steadfast resilience. To commemorate 250 years of excellence, Veuve Clicquot will unveil an international brand campaign titled, “Good Day Sunshine”, highlighting the House’s solaire culture, which expresses one of Madame Clicquot’s convictions that each new day opens new paths to build a brighter future.
The campaign will be released globally on April 11, 2022, asserting the solaire nature of Veuve Clicquot, of which yellow – the color of the rising sun that has been included on its labels since 1877 – is the first embodiment.
Optimism captured in a film, the iconic song, “Good Day Sunshine”, has been exclusively reinterpreted by globally recognized singer Charlotte Cardin and is at the forefront of Veuve Clicquot’s newly unveiled campaign. “I’m very happy to partner with the iconic Veuve Clicquot and to reinterpret “Good Day Sunshine”, a true classic”, says Cardin. “This collaboration was very natural to me as I am a fan of drinking champagne and love the joyful vibes of this project”.
To illustrate its message, the House has called upon film director Jan Gleie and renowned photographer Tyler Mitchell, who cast a sensitive and spontaneous gaze on Veuve Clicquot, and life in general. “Good Day Sunshine” explores a universal attraction to the sun through the eyes of a young man, discovering yellow objects which, just as Veuve Clicquot’s recognizable label, are a symbol of the new day and all its possibilities.
The campaign was conceived by ad agency BETC Etoile Rouge who brought its expertise of elevating premium brands with passion and optimism.
“This new brand campaign is the embodiment of Veuve Clicquot’s belief that every sunrise is the promise of endless opportunities,” says Carole Bildé, Chief Marketing & Communications, Veuve Clicquot. “From Madame Clicquot’s profoundly optimistic state of mind to our iconic yellow, our link to the sun is rooted in our DNA and our 250th anniversary was the opportunity to claim it loud and clear! This new campaign breaks the codes of the champagne category, elevating Veuve Clicquot as a luxury House beyond the category while staying true to its effortless chic brand identity.”
The campaign will be rolled out across print, OOH & Digital and will also include one exclusive showcase of Charlotte Cardin, broadcasted digitally.
Campaign: Good Day Sunshine
Brand: Veuve Clicquot
Brand Managers: Caroline Bilde, Brune Faillot, Iryna Shkorubska
Ad Agency: BETC Etoile Rouge
Agency Managers: Delphine de Canecaude, Marine Fresel, Julia Schenck
Executive Creative Director: Florence Bellisson
Associate Creative Director: Fanny Buratto
Art Director: Julie Richard
Copywriter: Jeremy Claud
Music Creative Director: Sidney Guillen
Creative Traffic: Letizia Felici
TV Producer: Muriel Allegrini
Production Company: BIRTH
Director: Jan Gleie
Sound Company: GUM