Pernod Ricard launches first global corporate campaign

26 February, 2019

"Be A Convivialist!”

A new global survey reveals a world increasingly less friendly

For many years, Pernod Ricard has made “creators of conviviality” its vision and signature. The results of the survey – conducted in 11 countries and on five continents with nearly 11,500 respondents – form the basis of the Group’s new 360° corporate campaign, “Be a Convivialist!” The campaign is a call to action, designed to encourage each of us to reverse the negative trends revealed in the survey by exercising more conviviality in our lives every day.

Ninety-one percent of respondents to the global survey, conducted by Opinion Way for Pernod Ricard, believe that conviviality is a source of well-being. However, the survey also confirmed that conviviality is on the decline around the world.  Nearly 60%der th consieir country to be less friendly than five years ago, and 61% consider the world to be less friendly than five years ago.

The French at 82%, followed by Germans at 73%, are the most pessimistic about the state of conviviality today. And alarmingly, 67% of Millenials (18-34 years) admit they regret meeting their friends less and less in real life, due to the convenience of connecting via technology and social networks.

Be A Convivialist!

Among UK respondents, the survey found:

  • 79% had shunned seeing friends or family in order to stay at home to stream a film or TV show
  • 61% of British people feel that they meet up with friends less
  • 59 % of UK citizens feel their country is a less convivial place than it used to be five years ago
  • 55% felt that social media was making their real life relationships more superficial
  • 52% would like to be less addicted to social media so that they can spend more time with friends

For Alexandre Ricard, Chairman & CEO of Pernod Ricard, “There’s a real yearning for connection and sharing in today’s world. Convivialité is more than just a corporate value for Pernod Ricard, it’s our raison d’être – and it’s proudly embodied every day by our 19,000 employees across the globe. This mindset echoes the lifelong motto of my grandfather Paul Ricard, who launched an invitation to all his employees to “make a new friend every day.”

Documentary film captures convivialists around the world

Be A Convivialist!

As the campaign’s centerpiece, Pernod Ricard is proud to unveil the documentary "The Power of Convivialité,” directed by Elephant At Work. Filmed without professional casting, it collates the vibrant testimonies of people from around the world, evoking them to relay what conviviality means to them and the shared moments they define as true and authentic, which are a source of honest joy.

The film crew traveled to 12 destinations around the world, recording a wide range of convivial experiences – Millennials meeting in a karaoke bar in Shanghai, friends sharing a night out in Marseille, guests at a chic dinner party in New Orleans, New Year's Eve in Berlin, a beach aperitif in Tulum, a bar in Brooklyn, and a wedding in Goa. Every occasion underlined the universal need we have for moments of true connection as we navigate a hyper-connected world where we no longer take the requisite time to meet in real life.

Pernod Ricard has created a dedicated platform, www.theconvivialists.com, for everyone who would like to become a convivialist; that is, people who excel at being friendly, meeting new people and sharing genuine moments of connection.

Visitors to www.theconvivialists.com will be able to discover:

  • The portraits of each protagonist in the documentary;
  • A manifesto for a more convivial world;
  • The complete results of the OpinionWay study; and
  • Editorial content that analyses mankind’s need to be convivial.

Join the Movement. Be a Convivialist! 

 

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