Ricard is back in the news at the start of summer 2015 with a brand new campaign. It celebrates different drinking styles through the coolest duel of the year: on one side, the balloon glass, unbeaten for 83 years, and on the other, the elongated glass, its challenger.
The campaign focuses on a national conversation between two different drinking styles, echoing what drives consumers when it comes to measuring out the water in their Ricard. It’s a modern, contemporary take on the brand that appeals to all audiences, no matter how they drink a glass of Ricard.
The new campaign combines the impact of modern graphics with the brand’s trademark sense of humor. It is in keeping with the brand’s poster tradition, with 3 bus shelter format visuals and 3 large format visuals, set against yellow, blue and turquoise backgrounds.
From today, the campaign will be visible on billboards throughout France, notably in Paris with mediatables and massive quayside displays. The campaign also extends to digital, with a dedicated website where consumers can take part in the debate: ballonvsallonge.com. In July/August, a second wave of billboards will be rolled out nationwide, including in railway stations and on the coastal network.
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