With the French hobo as a target, we had to go beyond a nice label on the bottle and create a brand that conveyed a strong idea that would be consistent with the target's lifestyle philosophy.

Then we had to elaborate a different approach and provide the client with disruptive buying and product experiences.

Remember December 21st and the announcement of the end of the world? We saw the best and the worst of it. This was a powerful context that inspired us with a universal insight: when you are promised a certain death, you can do anything. The brand philosophy was established: we are all going to die, so let’s celebrate! Then, we created a comprehensive brand experience around this event, based on pleasure, hedonistic attributes and togetherness.

A test production was displayed in selected wine retailers in December 2012. Successful sales green-lighted the implementation of the brand to all existing products and planned extensions.