One doesn't change a winning recipe
To celebrate its 80th anniversary, Ricard unveiled an off-beat press campaign in April 2012 that highlights the brand’s know-how and product quality.
In four images, the campaign retraces the history of a recipe so unique that it has remained unchanged since its creation in 1932 by Paul Ricard. This campaign attracted a lot of positive attention on the Internet, especially on the official Facebook page of the brand (120,000 fans) and was awarded at the 2012 Strategies Grand Prix for Advertising in the « alcoholic beverages » category. The 2012 summer media plan used the same four visuals along with the slogan 80 ans et toujours jaune (80 years old and still yellow). Eight radio adverts were also broadcast on the whole national network.