fbpx
Back to studies

FOOD - DRINK• LIFESTYLE


Media relations

MOUTON CADET – ROUGE x PIERRE

OBJECTIVES

  • Increase the visibility of the “Fresh” collection by leveraging the arrival of Pierre Ögren and his cuvée—a light and fresh Bordeaux that breaks the rules.
  • Position Mouton Cadet as an unmissable lifestyle reference, at the heart of summer trends and new consumption habits.

ACTION PLAN

Idea

Implement a targeted and creative PR/media/influencer strategy to broaden the audience and reinforce the brand’s lifestyle positioning.

360° Strategy

  • Press release distribution
  • Scripted outreach to 30 journalists (cuvée, wine cooler, bottle-holding glasses)
  • Collaboration with Konbini to “deconstruct” preconceptions about red wine and reach a younger audience: featuring Pierre Ögren in a face-to-camera interview highlighting the fresh red innovation
  • Collaboration with influencer and journalist Philippine Darblay, acting as an “undercover reporter” to embody the fresh red trend for a young, urban audience during Bordeaux Fête le Vin

RESULTS

  • 20 social media content
  • 70 press features
  • 96M Reach
  • 516K € EMV