TOUCHÉ LOS ANGELES WON LES ROSÉS DE PROVENCE ACCOUNT, WITH A NEW LIFESTYLE AND LUXURY ANGLE.

The CIVP (The Conseil Interprofessionnel des Vins de Provence) has named Touché LA and Stella Rising NY as their respective creative and media agencies to lead their communication for the US market.

Supported by Pitchville, The CIVP, whose mission is to promote the Provence wines (rosés) image worldwide, launched a competition to find an agency able to connect with a younger Millennial target audience while consolidating premium brand positioning within the rosé category. With the challenge of expanding its leadership position while facing aggressive and growing competition in the US and a need to increase awareness around wines originating from Provence.

The jury unanimously chose TOUCHÉ LA for its modern and highly impactful creative and digital approach, among five agencies competing for the budget. The agency stood out with a strong luxury creative expertise, a proprietary editorial strategy for lifestyle presence, and a tactical influence & PR media approach to reach both consumers and professional core targets with its partner Stella Rising.

“We’re delighted to have chosen Touché and Stella Rising,” said the CIVP’s CMO, Carole Guinchard. “Their experience in luxury brands communication and their modern creative approach will be invaluable in helping us keep our leadership position in the US market.”

“This new win is a stunning opportunity for our Touché US office to deploy its proprietary expertise on the luxury wines and spirits industry with a fresh perspective,” said Touché founder and CEO, Sarra Messaoudi.

Touché is a creative agency specializing in the beauty, luxury, and cultural 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.