Pernod Ricard hands French aperitif brand to McCann

Lillet, a premium French aperitif created in 1872 not to be confused with Lil-lets tampons, has appointed McCann London to deliver a new global campaign platform and brand positioning, further strengthening the agency’s relationship with Pernod Ricard.

McCann first started working with the drinks giant in 2018 after scooping the global Chivas Regal account in a four-way pitch against BBH, Crispin Porter & Bogusky and Wieden & Kennedy. The incumbent agency, Havas London, had held the account for a decade.

In 2016, sister agency MRM McCann picked up a major brief from Pernod Ricard to create digital engagement and e-CRM programmes across its entire UK brand portfolio, following a five way pitch.

Lillet comes with a rich heritage. Prepared in the Maison Lillet distillery in Podensac, a village south of Bordeaux, by a dedicated team of fewer than ten people, Lillet comes from a subtle blend of wine and fruit infusions. It is prepared by the cellar master using methods passed down since the 19th century.

Pernod Ricard international marketing manager Charlotte Geng said: “The McCann team has impressed us throughout with their fresh creative and strategic thinking. We believe our partnership together will help to take Lillet to its next level of growth.

“Our brand Lillet is steeped in heritage and history – much like McCann – and after a year of delivering inspirational work for Chivas, we can’t wait to see what McCann have in store for our beloved Lillet range.”

McCann London chief executive Sheryl Marjoram added: “There is nothing sweeter than winning more of an existing client’s business. We are incredibly proud of our strong partnership with Pernod Ricard and are excited to welcome Lillet into our family. We’ll enjoy a quick round of Vespers before getting stuck in. I can’t wait to show the fruit of our labour.”

Late last year, Pernod Ricard, which also owns brands including Absolut, Jameson, Campo Viejo and Havana Club, appointed insider Raja Banerji as its new UK marketing director. Banerji switched from his role of assistant vice-president of marketing in India to succeed Philip Ainsworth, who had been in the role since 2017.