Background

In February 2025 we won the Champagne Pol Roger business in a 4 way pitch managed by Tuffon Hall against VCCP, Unchartered & Dog, Cat, Mouse. The prize was a 3 year retained relationship with the brand, led by the Pol Roger Portfolio team in the UK. And this is our first work together.

Brand Challenge

In the face of economic uncertainty, an aging audience and increasing competition, we needed to re-establish Champagne Pol Roger as the Champagne house of preference for a new, younger, more discerning audience, thus future-proofing their brand credibility and sales pipeline, rather than any quick fix.

As to looking for the noise in the world of Champagne advertising... however exclusive champagne is, there's no shortage of brand options, all doing the same thing – proudly showing a perfect bottle, usually as big as they can fit into the ad space, and implying how special it is with a vacuous bit of copy. Or if they are lucky they have thrown a few million at some famous faces and asked them to hug the bottle.

So, for Champagne Pol Roger, we did something altogether different.

Target Audience

PRIMARY AUDIENCE PEN PORTRAIT

Olivia has just finished her degree in fashion PR and is currently looking for a job in London. In her free time, she likes to read Sheerluxe and Tatler, as well as scrolling through Instagram and TikTok looking for the latest trends. She doesn’t have as much disposable income as when she will have a full-time job but likes to celebrate big milestones with Champagne – she would normally go for one on offer, but when its special occasion, she is influenced by other people’s opinions and likes to share what she’s doing on socials.

SECONDARY AUDIENCE PEN PORTRAIT

Chloe is a working professional in a high-powered job which provides her with a level of disposable income allowing her to enjoy her evenings and weekends. In her free time, she meets friends for dinner or lunch in restaurants that are trendy or on the Michelin list. She doesn’t drink frequently, but when she does, she likes it to be special and isn’t afraid of spending some money. Champagne is the normal apéritif for her, and she likes to try different vintages from different houses – a non-vintage is always in the fridge, but if an older vintage or a House has good kudos, she is happy to splurge to get a taste.

TERTIARY AUDIENCE PEN PORTRAIT

Thomas is a traditionally minded collector in retirement - a target consumer for the fine wine, whisky and champagne market. With a refined appreciation for heritage and craftsmanship, he values storied vineyards and labels with historical significance. His preference for exclusive, age-worthy vintages aligns with his interest in long-term investments and prestige. As a retired individual, Thomas has the time and resources to cultivate his collection and enjoys hosting sophisticated gatherings that showcase his acquisitions. His loyalty to trusted brands and dedication to curating a legacy collection make him an ideal customer for premium, limited-edition offerings.

Agency Solution

Champagne is synonymous with success, obviously, but Pol Roger has never wanted to be a showing-off brand. They only care about the exceptional quality of the liquid. They create their champagnes to be enjoyed, not paraded. So the challenge was to find the right balance between pride in the excellence of their champagnes and the quiet humility that the family has always maintained. There’s an amazing honesty in everything they do. So we needed the campaign to look and feel honest. To avoid the typical conceits and visual tropes that so many other brands revert to. To connect with an audience that will choose Champagne Pol Roger for all the right reasons’.