Ararat Brandy to reposition

Ararat Armenian Brandy is developing a new brand positioning to be supported by an international marketing campaign devised by Amsterdam Worldwide.

Pernod Ricard Eastern Europe appointed Amsterdam Worldwide, previously StarwberryFrog Amsterdam, with a brief to help update the brand across Europe. The agency did pitch for the brief.

The work will first appear in Russia, Ukraine and other Eastern territories before being introduced to Western Europe and the UK later in the year.

The multiplatform campaign will position Ararat as a legendary beverage for Cognac/Brandy connoisseurs. The brand has been historically produced by the Yerevan Brandy Company and currently the range embraces seven propositions.

In Russian-speaking countries the brand’s reputation is such that is often given the generic term “cognac.”

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