Client: Gérard Bertrand
Industry: Wine & Spirits
Regions Targeted: France, U.S., Canada
What do you get when a wine beloved by the French President wants to party with Gen Z and Millennials? A delicious digital makeover—and we were the ones stirring the glass.
Gérard Bertrand has long been a household name in France. Refined. Regal. Poured at l’Elysée. But prestige alone doesn’t move the needle with younger audiences scrolling for something fresh, inclusive, and Instagrammable. So they came to us to bridge the gap between legacy and relevance.
Let’s just say… challenge accepted 🍇
👀 The Problem: Luxury Wine, But Make It Relatable
Gérard Bertrand wasn’t struggling—they were thriving. But they were stuck between two worlds:
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World 1: A heritage brand steeped in tradition.
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World 2: A digital space filled with memes, micro-trends, and 7-second attention spans.
They needed to talk less like a château and more like a chic, global bestie—without losing their signature elegance.
Our Strategy: From Vineyard to Viral
1. Paid Social: Love That Transcends Labels
We zeroed in on Côte des Roses, their fan-favorite rosé, and gave it a campaign worthy of its beauty. The bottle is shaped like a rose (yes, literally), so we paired it with messaging that bloomed with meaning:
👉 "Love that transcends gender, nationality, and religion."
We didn’t just market wine—we poured a glass of inclusivity, and made sure every drop of the campaign followed a smart, full-funnel strategy:
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Upper funnel: Video views + reach to spark discovery
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Mid funnel: Retargeting + tailored creatives to deepen interest
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Bottom funnel: Lookalike audiences + optimized placements to close the deal
Results?
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+212% in impressions
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96% in CTR
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-46% in CPC
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+588% in ROAS
That’s not just growth. That’s digital fermentation at its finest.
2. PPC: Turning Clicks Into Conversions
We did a full audit of Gérard Bertrand’s search campaigns and, oof—there were issues. Duplicated keywords, misaligned targeting, and a structure that didn’t reflect the website at all.
So we got to pruning:
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Each wine type got its own tailored campaign
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Keywords were organized by brand and behavior
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Ad groups mirrored the actual user experience
What we harvested:
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+331% in conversions
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-49% in CPA
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-674% in CPC (yes, for real)
Sometimes, you just need to clean up your digital cellar.
The Outcome: Younger Audience, Bigger Buzz
Our campaign didn’t just perform—it resonated. Gérard Bertrand is now more than just a wine served at presidential dinners. It’s a brand that speaks to purpose-driven young consumers who care about quality, storytelling, and inclusivity.
At L’Arc Agency, we specialize in taking iconic brands and making them culturally relevant, digitally irresistible, and just the right amount of viral.
The Takeaway?
When tradition meets transformation, you don’t just reach new audiences—you own them.
Ready to pour new life into your brand?
Let’s raise a glass to reinvention.
