Pernod Ricard, an extremely active group worldwide, is developing specific product creations for a number of international markets with a view to meeting its strategic and future-oriented objectives. Japan is a country where the Group markets its products through the Cusenier brand. Pernod Ricard is today launching a product innovation in this extremely buoyant market: a red-fruit liqueur based on blackcurrant and red currant with a pleasant fresh tang, designed to be mixed in cocktails and targeted at young Japanese women aged 25 to 35, a population constantly on the outlook for new trends.
To conquer this market - which is sharply concentrated around the Crème de Cassis liqueur - and reassert the new product's unique positioning through an innovative packaging solution, the Group called on the expertise of the CLTG design agency.
In a country deeply marked by tradition and ritual, the agency sought to accompany the women's liberation movements by making a clear break with engrained codes of behaviour. Drawing on radical innovation and seduction, a respect for culture and freedom of mind, the solution conjured up by the agency resonates with the desire for independence and self-assertion shared by young Japanese women.
The result is a bottle with sensuous decoration and curving lines, a combination of girly pink and deep reds: a deeply intense decor bursting with energy, almost psychedelic in impact, where shapes mingle and merge to recreate the heady world of cocktails and the festive atmosphere of the moment of tasting.
CLTG has successfully emancipated itself from the codified language traditionally used for liqueurs to reassert the identity of an historic brand of French origin - Cusenier - and to transform it, with La Duchesse, into a contemporary brand with the assertion of a strategic perspective based on a clear promise and the distinct feminization of the product.