Created by Paul Ricard in the Sainte-Marthe neighborhood of Marseille in 1932, the iconic eponym brand celebrates its origins for the first time in its new brand platform. Ricard is the leading spirit brand in France both in terms of volume and reputation but is challenged by a decline of its category. To regain its leadership and stand for the emblematic leader in French aperitif culture, Ricard had no choice but to operate a strategic shift and to become cross generational. BORN A MARSEILLE, a communication platform for the future built on the heritage. “Born à Marseille” gives a new dimension to the brand because it is rallying different generations around the brand’s origins, and highlights at the same time consumers aspirations of authenticity and locally made products. The city of Marseille with its unmistakable cultural and creative aura, is bridging the gap between the brand foundations and the actual era. To mark this turning point, Ricard launches a 45s digital film. An ode to the legendary Pastis origins, which celebrates its historical neighborhood, its ties, its rituals, 3 Marseilles’ bartenders: Alexandre, Léa and Pascal, and the magical atmosphere of this unique city. Born à Marseille was launched on June 6 on digital platforms and in national out-of-home advertising from June 10.
the “Born à Marseille” campaign was also brodcasted in OOH trough a large media plan in France.
