Lillet Blanc is an aperitif, part of the French evening ritual combining drinks, friends and food. More than just a drink, aperitif is 'a moment people share,' and even a way of life; however, Americans are not familiar with aperitif and the nuances surrounding it.
In this fast-paced and saturated market, most Millennials don’t remember the brand of wine they drank (unless its really good), but they do remember the people they drank the wine with. We want to inspire Millennials to slow down and savor the moments that they have over wine.
AD: Melissa Osoria // Esther Lee
Lillet Pop-Ups would appear in the busiest locations during aperitif hours of 3-6PM.
Decorated with a French Parisian flair, the pop-ups would focus on slowing down and
being present in the moment with your friends.
National Aperitif Day
On the week of National Aperitif Day, Lillet would hijack Instagram's DMs with fun emoji's the users can use
to plan their next wine date. When the Lillet emojis are used, users would receive a message that would link them
to Open Table’s participating restaurants to share a complementary bottle of Lillet between the hours of 3-6PM.
Lillet would create "digital invitations" on Instagram that users can
screenshot and send to their friends to plan their own aperitif.