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Innovation at the heart of Pernod Ricard
Following extensive redesigns for a number of its brands, including the first change to the classic Ricard bottle since 1932, Pernod Ricard hosted a conference on innovation in which the group reviewed 20 key launches that took place either last year or in the first weeks of 2011.
Particular highlights were judged to be the various releases for Absolut vodka, the limited edition designs for Chivas Regal by Christian Lacroix and digital communication campaigns such as Ballantine’s live music website elPlanB.tv.
Pernod was keen stress how important marketing innovation is to its “premiumisation strategy”. It pointed out that even the economic problems of the last two years have not stopped innovation in both marketing and packaging.
Pierre Pringuet, Pernod Ricard’s CEO, said: “Innovation is now, more than ever before, at the heart of the Pernod Ricard model.
“First of all, because its decentralised organisation favours individual decision-making at the level closest to consumers and secondly, because innovation accelerates growth: it is one of the drivers of our premiumisation strategy.”
Rupert Millar, 26.01.2011