Brief
Chandon, a winery specializing in sparkling wines, was about to launch Apéritif, a new sparkling wine variant with a hint of orange that aimed to compete in the growing market of bitter aperitifs.
My role
As a copywriter, my role was to brainstorm and create a compelling claim that would guide the launch campaign and give the product a clear and distinctive identity. After considering various options, Chandon decided to choose the following claim:
Better than Bitter.
This claim effectively conveyed the idea that Chandon Apéritif not only met the market trends but also offered something better than classic bitter aperitifs by adding the elegance and distinction of a sparkling wine to the equation.
Outcome
The claim survived the campaign and became the slogan for this product for many years.
