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GOLDEN ACADEMIC PROJECT
RIQLES SODA / BRIEF
Context:
Ricqles is an aromatized mint based drink made in France since more than 200 years old. An iconic drink for several generations, which is now far away from its best 80's time. The brand has always communicated on freshness territory without real aspirational benefit and suffered from brand awareness.
Problem to solve:
How to relaunch an iconic drink brand to the last generation in France without communicate on freshness?
Tension:
People are more and more consuming vintage, but no one drinks in this way.
Idea:
Ricqles is so Vintage that it becomes a means of affirming passion for vintage.
Strategic lever:
COMPLETES YOUR STYLE
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