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Conveying the essence of France and the LanguedocIn 2007, Bacardi Global Brands added Noilly Prat to its premium brands portfolio. A niche market brand for connoisseurs, it was the first dry white vermouth, created in 1813 by Joseph Noilly. Upon its acquisition, Bacardi wanted to raise Noilly Prat's profile internationally with a global market platform, and tapped Shift to extend the brand and communication strategy to the web. Shift planned, designed and built a site focused on three main content categories: Story, Academie and Enjoying. The Academie is the brand's initiative to encourage, support and reward emerging sculptors who use natural materials. This association with the arts dates back to the 1850's, when Noilly Prat commissioned a young Gustav Eiffel to create a spiral staircase for their headquarters. The promotion of natural art also ties into the nearly 200 years of Noilly Prat's unique, handcrafted production processes and resonates with an audience of mature connoisseurs. |
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