32 rue de Monceau
75008 Paris, France
+33 (0) 1 80 05 99 10
Our mission?To create a new showcase to allow this legendary drink to really shine, To take advantage of its leadership position and to maximise brand preference, to cultivate an ongoing relationship with the various target audiences.
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A unique heritage, thanks to Paul Ricard, who invented “pastis de Marseille” in 1932. A powerful vision, a powerful character… And to the brand: its history and its communication…
The personal touch :
Everyone can enjoy Ricard the way they like it: with varying amounts of water, but also in cocktails (Ricard Tomato, Ricard Perroquet…) or in a granita (Frozen Ricard).
Natural, low in alcohol and calories :
Ricard is a product made from natural, exotic ingredients: Chinese star anise, aromatic herbs from Provence, etc.
Our overriding goal for Ricard was to find the best way to present the storytelling aspect with the brand’s rich heritage and the strong relationship it enjoys with its fans. This is a brand with a story to tell, one perfect for sharing, a contemporary classic!
The goal: to propose a premium experience in keeping with Ricard’s positioning policy, while at the same time making the most of its popular standing.
We designed a website organised around two main sections. “Ricard” on the one hand, highlighting the different aspects inherent to the brand and its “DNA”, and “Ricard and you” on the other, including those aspects encouraging the visitor to embrace and identify with the brand.
The content strategy also made it possible to improve the clickstream: GIFs, the highlighting of recipes and bars, displayed in context according to geolocation data and weather conditions at the time of connection…
The objectives of the new Ricard website are to build loyalty among the target audience and to produce new leads, to ultimately generate additional business (via the website and through retail outlets).
The UX was designed with this in mind. The clickstreams should prioritise routes to Place Ricard and later to the online store.
Flexibility and responsiveness were the two key characteristics enabling our teams to create a showcase accurately reflecting what Ricard is today: a connected brand, a contemporary classic.
An upgradable digital platform acting as an interface between the brand’s heritage, its latest news, the CRM programme and e-commerce.
A resolutely user-centric approach, with adaptive, contextual content, varying according to the surfer’s profile and location.