To generate buzz for two new flavors of Stella Artois Cidre and engage the brand’s fashion-forward, 20-something male target consumer, Golin played off Cidre’s existing fictional brand ambassador Le President, a character that exudes a luxurious lifestyle that our target aspires to have.
Partnering with creative and visionary menswear brand You Must Create (YMC), the team launched “Le President’s Poolwear,” the world’s first splash-proof swimsuits, which built on the current fashion trend of highly visual prints by commissioning YMC to create three prints inspired by the new flavors of Stella Artois Cidre. Le Poolwear was designed to be worn as the ultimate poolside style that our fictional Le President would wear while relaxing by the pool at his villa in the Côte d’Azur. The suits were seeded with top influencers and celebrities to drive advocacy for the products and debuted at YMC’s premier fashion event of the summer.
To date, the campaign has achieved 74 pieces of coverage in many of the key outlets for our target audience, exceeding all expectations and reaching more than 758 million people.