Chandon, which has positioned itself for years as the go-to celebratory drink, to be consumed responsibly together with friends and family, is addressing the global shift in lifestyle brought about by the global disruptions caused by the Covid-19 pandemic.
The premier brand has apprehended the need to bring people together again; create a force to open up new markets; and to move business forward.
Chandon India has kicked off a new campaign, ‘Rosé-O-Clock’, with a refreshed, immersive online and on-ground campaign to build the day drinking culture in India.
Announcing “12 pm to 5 pm” as ‘Rosé-O-Clock’, the campaign comes to life through a curated list of seasoned digital advocates, who will display celebrations and emotions that make up some of life’s remarkable moments, while highlighting Chandon’s award-winning sparkling Rosé.
Marrying creative vision and modern sensibility, this announcement expands on the brand’s signature tagline #ComeSitWithUs.
A key aspect of the campaign reiterates day drinking, from 12 pm to 5 pm. This timing was inspired by the “new normal”, Chandon says. Research suggests that work-from-home and flexible working hours lead to a rise in at-home consumption. 12 pm to 5 pm was chosen as an ideal time to choose to relax and unwind, especially with a glass of Chandon Rosé.
After a succession of engaging events over the last few years, Chandon India has transformed the Rosé category in the country. With its striking, thought- provoking promotions and natural appeal to the contemporary consumer, the brand has brought unprecedented innovation and energy to the sparkling wine category since 2013.
Chandon India has consistently bagged accolades at the Decanter World Wine Awards in 2020 and 2021, making it the only sparkling wine to win this award 2 years in a row.
“With an ambition to evolve with the growing market and welcome new sparkling wine consumers we present Rosé-O-Clock, a campaign that underscores our curiosity of the local culture and our robust community while adapting to our consumer’s digital shift,” said Ipsita Das, Managing Director, Moét Hennessy India.
Chandon Rosé is currently available across India, in cities such as Mumbai, Delhi, Gurugram, Bengaluru, Chandigarh, Goa and Guwahati. It is priced at Rs 2,500 (varies from state to state).