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Perrier-Jouët launches new campaign in Tokyo

Maison Perrier-Jouët is previewing its latest marketing campaign, featuring French actor and director Mélanie Laurent, in Japan.

The Champagne house, which is part of the Pernod Ricard portfolio, is presenting the new campaign, titled Fill your World with Wonder, at a pop-up in the Japanese capital this month.

Perrier-Jouët worked with Japanese director Show Yanagisawa and Laurent, known for her roles in Inglourious Basterds and Operation Finale, as well as his directorial work on pictures such as Galveston, on the film.

The opening sequence features a Japanese anemone, the emblem the house has used on its bottles since art nouveau artist Emile Gallé created a stylised interpretation of the flower in 1902. According to the house, the film “aims to raise awareness of the fact that – like flowers and all other plant and animal species – mankind is part of nature, not apart from it”.

Maison Perrier-Jouët CEO César Giron said of the new campaign: “We are delighted that Maison Perrier-Jouët is sharing its vision of nature and the future through this call to projects, which goes beyond its own vineyard and reinforces its environmental contribution to the region and the community. With this initiative, we are restating our determination to take positive, concrete action for the ecosystem of the Champagne region, to which we belong.”

Among the environmental initiatives that the house is undertaking is its pledge to have 100% of its own vineyards certified in regenerative viticulture and 100% of its partners’ vineyards certified through Sustainable Viticulture in Champagne (VDC) by 2030. From next year, it will also be launching new projects on biodiversity, coordinated by the UNESCO World Heritage Champagne Hillsides, Houses and Cellars Mission.

After the campaign’s premier in Japan, it will be rolled out to South Korea, Singapore, mainland China, Hong Kong, and the US.

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