Corby conducts Lillet Her Way campaign
Corby Wine & Spirits has begun a new campaign for its Lillet brand of French wine-based beverages. Called “Lillet Her Way,” the initiative is aimed primarily at women and will, according to the company, “share their stories as they take on today’s world their own way.” Developed by Mint, the campaign consists of a digital publication called Her Way that contains personal stories about nine Canadian women from a range of creative fields. A print version of the publication will also be distributed through participating businesses owned and operated by women. This will be accompanied by social media content, influencer activities and media relations, as well as a presence at participating bars and restaurants in Toronto.
“As we build consumer awareness for Lillet, we wanted to clearly articulate what we stand for as a brand,” said Aoife O’Reilly, brand manager at Corby. “That Lillet believes in celebrating our individual uniqueness and doing things in your own way. Lillet itself is a unique brand. For almost 150 years it has been crafted by a small community in the south of France, allowing us to fully understand the large impact a small group of people can have. It’s for that reason that we wanted to spotlight and amplify the stories and impact of the unique women that we have in this campaign.”