The key challenge was to harness the existing brand equities, with the anemone at its heart – but ramping them up to make them sexy and nightclub appropriate. To be disruptive in the category but to maintain the prestige of Champagne and to feel part of the Perrier Jouët family.

Having identified a needstate of ‘give me game’, we created a positioning territory ‘Ignite the night’ based on that time in a great night when the pace shifts from potential to explosive with a glittering anemone-emblazoned bottle to encapsulate that mood.

The initial soft launch in late 2013 was deliberately low key, Nuit Blanche is only available in a few bars in the East coast US.