PERNOD’S MOVIEMAKING MAKEOVER

brand-e.biz
Jan 15 2010

Brandy branding. Pernod Ricard and agency Amsterdam have produced a
20-minute movie, Akhtamar, to relaunch the Ararat drinks brand.

The Armenian brandy – reputed to be a favourite of Winston Churchill –
gets the film treatment from the Shammasian Brothers who have come up
with a modern day re-telling of an Armenian story of unrequited love.

It features a young Muscovite travelling to meet his girlfriend who
comes across the dark legend of Akhtamar.

"Ararat is a household name in the former Soviet Union and a legendary
Armenian brand, but one that needed updating… Pernod Ricard, wanted
to associate the brand’s authenticity with a more sophisticated and
contemporary image," says Brian Elliott, chief executive of Amsterdam
Worldwide.

"Authentic stories underpin a brand like Ararat," he adds. "Staying
true to its heritage is important both culturally and strategically.

The fact the product is unseen in the film is not accidental as
consumers more than ever trust and invest in authentic brands that
invest in culture."

The film, which debuted on the Ararat Legends site, is part of a
global campaign targeting Russian, Armenian and Eastern European
expat communities around the world.

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