Mercier
Wine & spirits — 2023, Paris, France
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MERCIER is a 19th-century Champagne Maison within the Moët Hennessy group, positioned as the youngest heritage house. The brand sought to initiate a revival strategy by redefining its cultural positioning and identifying an unexplored niche across both international and domestic markets, with the objective of reconnecting Champagne with contemporary lifestyles and values.
Services
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Culture development and heritage guardianship
Brand strategy & cultural benchmarking
Offer diversification ideation and development
Interventions
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Archive revision and heritage reassessment
Cultural benchmarking and analysis of the contemporary
luxury and champagne landscape
Trend forecasting and cultural signal identification
Lifestyle definition to reposition champagne within modern consumption behaviors
Brand platform revision and territories of expression
Target audience development and cultural profiling
Offer and lifestyle product ideation
Artistic and creative brief development
Strategic contribution toward brand launch roadmap (Spring 2025)