Pernod Ricard: Raising the Bar in Transparency

Consumers and regulators across Asia increasingly expect alcohol brands to be transparent about what is in the bottle and how it should be enjoyed. Pernod Ricard's digital e-labels answer that expectation, but in Cambodia the concept was new and easily overlooked.

The company needed to introduce e-labels while educating consumers and stakeholders about responsible drinking, transparency and compliance with evolving local expectations, and to do so in a way that reinforced its leadership rather than reading as a compliance exercise.

Ruder Finn Era designed and executed a comprehensive communications plan built around a launch event that brought together the three audiences who shape drinking culture in Cambodia: media, influencers and bartenders.

The interactive session encouraged open dialogue, let guests experience the technology behind e-labels for themselves and connected the innovation to Pernod Ricard's broader leadership in responsible consumption, giving each audience a reason to carry the story onward. Media relations and KOL content extended the launch beyond the room, so that consumers encountered the e-label explained by people they already followed.