Pernod Ricard: Launching the E-label in Vietnam

Consumers increasingly expect to know what is in what they drink, and regulators across the region are moving in the same direction. Pernod Ricard's E-label gives consumers digital access to product information and responsible drinking guidance, and Vietnam was among the markets chosen for its introduction.

Having just introduced its Sustainability and Responsibility Roadmap to Vietnamese media, the company needed the E-label launch to build on that story and demonstrate the roadmap in action, while explaining a new and unfamiliar tool to media, influencers and trade partners in a way they would actually remember.

Ruder Finn Era's Vietnam team designed a two-hour launch event that treated the E-label as an experience rather than an announcement. Pernod Ricard Vietnam's representatives introduced the initiative and its role in fostering a more transparent and responsible drinking culture to top mainstream, business, technology and lifestyle publications, alongside influencers and partners.

Because the concept is easier to understand in the hand than on a slide, the programme included engaging, lively activities that let guests use the E-label and reinforced the knowledge through participation. The result was coverage that explained the tool accurately and positioned Pernod Ricard as raising the bar for transparency in the category.