Lillet – the best aperitif you’ve never heard of
While Lillet was widely known (and loved) in the bartender community, awareness amongst consumers was low in Canada. People needed to consider Lillet as an option and know how to drink it – when they do try it, they love its taste and simplicity.
We needed to win women’s hearts – to create awareness and consideration amongst our target consumers and in the process, create brand advocates that drive sustainable growth.
the category speaks to women as one dimensional – frivolous and girly
First we looked at the competitive space. Despite a movement by progressive society to break down gender stereotypes, there is still a persistent, lingering cultural expectation for how women to look and act, reflected through the spirits category. The modern woman and her depth was under-represented.
celebrating what makes us unique and different
Our insight was that the women who are breaking cultural conventions and stereotypes are the ones who are pushing society forward.
The more people who embrace and celebrate their uniqueness – no matter how big or small – the less room there will be for old perceptions.
a platform to champion women’s self-expression
Our approach was to create a campaign to celebrate women who express themselves uniquely, their way; and so, Lillet. Her Way. was born.
Central to our campaign was the creation of a ‘zine, a type of grassroots publication dedicated to an idea or cultural ideal that has flourished at moments of rises in culture either in fandom or commentary.
We partnered with local female creators to create the ‘zine’s content, using it as a platform to amplify their voices and share how they’ve forged their own paths in under-represented industries by embracing what makes them unique and different. The ‘zine fueled an ecosystem for content that enabled Lillet to build out a community of women supporting women.
an engaged community
To help to build a community around the ‘zine and engage with like-minded people, we launched the Lillet Her Way Instagram channel along with a paid amplification strategy.
And in doing so, created educational opportunities and curiosity for the endless possibilities Lillet offers.
taking the community IRL
We extended the programming beyond the digital space to include partnerships with on-premise locations, and like-minded female-owned independent retailers as distribution points for the physical copies of the ‘zine.
We worked with an all-female production team to express their voices through stylized videos, portraits, the written word, and unique cocktail recipes.