Struggling Pernod gets a €5m makeover from WPP’s Coley Porter Bell

Zut alors! Drinks giant Pernod Ricard has given its foundation product Pernod pastis a €5m makeover (aka a new bottle) but chosen Brit firm Coley Porter Bell (owned by WPP) for the task.

Pernod Ricard is one of the few truly global players in drinks along with Diageo and Bacardi so it can use who it likes of course but there will be grumbles aplenty among French companies, including perhaps French marcoms outfits Publicis Groupe and Havas at this juicy contract going to the Brits, and Sir Martin Sorrell-owned Brits at that.

There may also be grumbles about the bill for what, on the surface of it, looks a relatively small change. But these things always cost surprising amounts of money because, well, they do somehow.

But the new bottle looks nice.

Pernod was launched by Marseillais Paul Ricard in 1932 but recently sales have been flagging with whisky (Scottish of course and not owned by WPP) taking over as France’s favourite spirit.

The company hopes that its expensive makeover and a return to advertising will stop the rot.

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