moët & chandon
Wine & spirits — 2024, Paris, France
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Moët and Chandon sought to renew brand desirability and relevance following a leadership and artistic direction shift. The Maison aimed to better understand how champagne is perceived, experienced, and displayed across key international markets (US and Japan), in order to inform future brand, lifestyle, and placement strategies.
Services
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Brand and cultural strategy
Field research
Offer diversification ideation and development
Interventions
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In-market travel notes and field research (US and Japan).
Cultural observation, benchmark and analysis across key international
markets (US and Japan).
Analysis of brand perception and real-life consumption contexts.
Mapping of hospitality, lifestyle, and retail environments.
Identification of best practices and inconsistencies in brand presentation.
Observation of visual merchandising and placement standards.
Documentation of local cultural codes and consumer behaviors.
Synthesis of findings into strategic observations and conclusions.
Contribution to future lifestyle positioning and offer ideation.