LES ROSÉS DE PROVENCE UNVEILS A NEW LIFESTYLE AND EDITORIAL PERSPECTIVE WITH TOUCHÉ LA AND STELLA RISING.

The CIVP (Provence Wine Council) introduces a series of video content offering a fresh and inspired take on the pursuit of the world’s finest rosé, to target American millennials.

With a strategic focus on accelerating growth and overcoming strong competition, les Rosés de Provence aims to upgrade the collective image of Vins de Provence by presenting a captivating narrative that embodies the essence of the brand.

Throughout their journey, Joanne (@joannepalmaro), Renan (@iamrenanpacheco) and Pascal (@pk19) will wholeheartedly embrace the Provence lifestyle, weaving together art, culture, travel, celebrations, food, and the joy of sharing. With a common and unique purpose, they seek to discover the finest, driest, and most distinctive pour, celebrating the diversity and excellence of Provence's appellations.

The Pursuit of the World’s Finest Rosé is a road trip that encapsulates the essence of the Provence way of life and offers an opportunity to meet the original creators of the Rosé de Provence culture. The series, filmed with an editorial narrative style, artfully captures the diversity of Provence, the expertise of its winemakers, and the genuine emotions experienced by Joanne, Renan, and Pascal. 

Through a dynamic and immersive realization, viewers will embark on a visual journey that evokes the authentic spirit of Provence, infusing every frame with its undeniable allure. From charming villages and stone houses to glamorous vineyards, local markets, enchanting lights, and historic mansions, the visuals encompass the true essence of Provence. Vine landscapes, scenic views, and picturesque valleys complete the picture, immersing viewers in the breathtaking beauty of this iconic region.

This program comes to bolster the new positioning of Les Vins de Provence initiated this year with the 'Born Original. Made Distinct' campaign to support the collective's leadership in the much-coveted category of dry and premium rosés. A new editorial and social media centric approach that resonates with the hedonistic lifestyle of its target audience. 

Discover more: www.agence-touche.fr

Touché is a creative agency specializing in the beauty, luxury, and lifestyle sectors, founded by Sarra Messaoudi in 2013. Since its inception, the Paris office has accompanied major international brands like L’Oréal or Coty through 360 campaigns and brand content - the activity then evolved to more strategic subjects such as brand platforms and editorial programs in the digital age. Last year, the agency expanded internationally by opening an office in Los Angeles to provide strong strategic planning and breakthrough creative content plus consumer-centric activation to support the growth of American indie and celebrity brands.