Isobar Japan wins digital duties for Pernod Ricard sparkling wine Café de Paris

It is believed that Dentsu Japan has also won the ATL pitch. BBDO Japan previously worked on the brand account.

Isobar will develop a strategy to reach the target audience (females in their 20s and 30s) and enhance interest for Café de Paris sparkling wine products to expand sales in the market. The agency will also bring its holistic engagement and digital media strategy for the Café de Paris brand, which includes re-branding the website, SNS, web campaigns, mobile content and iPhone applications.

The agency spokesperson said that although the Café de Paris sparking wine brand has been available in Japan for a long time in wine stores, supermarkets and convenient stores, sales are still struggling.

The agency pointed out that Japanese young and female drinkers are not so knowledgeable about wine and sparkling wines in general. Beer and cocktails are still more popular, while Shochu, a Japanese rice or potato spirits, remains extremely popular and economical.

Isobar Japan is now working on the rebranding campaign to make the look and feel of the brand more appealing to young women. The first campaign will aim to be launched in March in time for a spring time product.

Reported in November, Pernod Ricard Japan chose isobar Japan as its digital AOR for Chivas Regal.