Alize liquor had an image problem. The brand was still popular within the urban community, but its image was perceived as too urban. We took on the challenge by embracing the colorful parts of its heritage and re-invented it as a celebration of multi-cultural iconoclasts. Media was light. The main focus was promotional events and limited edition collectables ranging from bottles, posters, and a limited print magazine that celebrates diversity and urban culture.
With a nod to the brand’s French heritage, we re-imagined the artistic gatherings of “Paris Salons” as pop-up galleries in key cities. These galleries featured local artists, bespoke cocktails, and live performances. It introduced non-urban consumers to Alize as well as lifting and rehabilitating the brand image with its core consumers.