Piper-Heidsieck, Generation Y Champagne

Sep 17, 2020 • 2 mins

The history of this champagne house founded in 1785 has forged its genuine identity: seduction is in its genes. Revamped to be consistent with the quality of its wines, the Piper-Heidsieck image is primarily targeting millennials.

The century’s most distinguished champagne house (Régis Camus – former Cellar Master – International Wine Challenge’s Cellar Master of the Year eight times winner), Piper-Heidsieck’s entire history is associated with seduction and love. From its very beginning, it was a veritable love story between Florens-Louis Heidsieck and Agathe Pertois. But the story didn’t end there because Henri-Guillaume Piper, who created the House’s wines, married the widow of his associate Christian Heidsieck (a descendent of Florens-Louis) three years after the death of his associate and friend.

From that day, when Piper joined Heidsieck, the destiny of the House’s name was forged. The hyphen was chiselled into marble in 1838. Purchased in 2011 by Christopher Descours (CEO of EPI), Piper Heidsieck experienced a complete overhaul in 2017, drawing on its past to better celebrate its emotionally powerful personality, in line with the quality of its wines in which significant investments were made.

“Finally, the story only need retelling,” explains Benoît Collard, Chief Executive. “We wanted to pick up the thread of the story, with a more contemporary edge.”

The iconique hyphen

The famous Dash of Seduction today represents the identity of Piper-Heidsieck, like a fingerprint for each consumer to discover when tasting the champagne. The Reims house entrusted its campaign to advertising agency La Chose and its subsidiary Supergazol.

The mandate: fine-tune the consistency and clarity of the message, primarily focussing on Millennials, “this generation that knows how to decrypt the codes, wants to learn, to continue their path and likes leaving its mark,” explains Benoït Collard. The dedicated website allows the worlds to penetrate each other, with information (history, tasting notes...) and also a contemporary magazine with more transverse and updated news, scenechanging and daring.

At the same time, the agency Partisan du Sens worked on the new packaging. The wines now sport new labels; the traditional designs and codes have evolved notably with shorter labels, the shiny gold has been replaced by a matt version... The agency also enhanced the beautiful red colour, with the help of an expert colourist. The “Piper red” has also been strengthened, becoming genuinely emblematic.

A successful balance of timelessness and daring inspiration for this branding.