Veuve Clicquot has expressed a bright solaire philosophy since its creation, and the storied Champagne Maison is celebrating its 250th anniversary in fitting style with an ode to joy and optimism.
This ode started with Madame Clicquot herself, known as the “Grande Dame of Champagne”. Taking the reins of the House in 1805 at the age of just 27 following the death of her husband, she distinguished herself through her boldness, creativity and profound optimism. Even in adversity, her conviction was always to look on the bright side, saying “What to do in the face of such a cruel twist of fate? We must show patience and wait until the good season allows us to take our revenge!” Today Veuve Clicquot continues to build on this heritage by creating, innovating and surrounding itself with bold and free-minded personalities.
Veuve Clicquot’s ode to joy and optimism is embodied by its iconic yellow, the color of the rising sun that has graced the champagne’s labels since 1877. Throughout 2022, Veuve Clicquot is celebrating this solaire culture infused with joy and bright optimism, unveiling an exciting agenda of initiatives.
The first chapter is a new international brand campaign from the Maison that kicked off on April 11, featuring the iconic song “Good Day Sunshine”. In an exclusive interpretation by Charlotte Cardin, the campaign expresses Veuve Clicquot universal attraction to the sun. Through the eyes of a young man we discover yellow objects that, like the Veuve Clicquot label, are a metaphor for the sun and the joy its presence offers.
To illustrate this message, the Maison called on internationally acclaimed American photographer Tyler Mitchell, who casts a sensitive and spontaneous gaze on Veuve Clicquot – and indeed life in general.
In one word: a campaign that perfectly asserts the distinctive “solaire” nature of Veuve Clicquot.