Unloved and misunderstood by consumers, Moët's Ice Impérial Champagne (specifically formulated to be consumed over ice) was on the verge of being delisted in the UK.
In previous years, Moët activated Ice Impérial in clichéd summer activation style: branded deck chairs, parasols, life belts, some sand and pictures of the Cote d'Azur. Pretty much identical to every other summertime brand, be it Magners, Pimms or Aperol Spritz.
So we did something a bit different: Moët Penguins.
Rooted in the product truth of ice and taking cues from the black and white bottle design, the Moët Penguins provided an unexpected platform to develop refreshing, fun, off-beat and distinctive communication at key accounts and in retail.
Universally loved, these cute creatures are experts on ice. So who better to bring the story of Ice Impérial to the UK? Versatile, selfie-ready and playfully premium, our penguins became a summer sensation.