Case Study
Mumm Champagne
We developed a new global positioning for Mumm Champagne.
The Business Question
Our client’s brand team came to us as they were unsatisfied with the growth results of the Mumm brand, due to weak engagement within countries across the globe. An initial hypothesis was that the brand mix was not adapted to the expectations of local consumers about Mumm Champagne.
What We Did
Our Output
We provided a new positioning to help Mumm play in a much more promising territory. We developed “Play Hard/Celebrate Hard”. This was brilliantly implemented in a breakthrough, long lasting campaign by the communication agency. This saw double digit growth 18 months after Sevendots delivered the project.
What We Said
"We worked with Mumm champagne brand owners at a global level in order to find a winning repositioning for the brand, facing tough and well-established competitors. We identified the core qualifying and differentiating cues that could be leveraged to own a specific space that would propel the brand growth further. We also ensured the positioning was actionable in a specific and clear way across the globe. CEO final approval of our work was a great reward, confirmed later by the double digit growth of the brand."
- Matthieu Meheut, Partner at Sevendots
