LE TOURMENT VERT ABSINTHE CAMPAIGN by Turner Duckworth London for DISTILLERIE VINET EGE

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LE TOURMENT VERT ABSINTHE CAMPAIGN

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Industry Liquor
Media Design & Branding
Market United States
Agency Turner Duckworth London
Photographer Todd Tankersley
Released February 2009

Credits & Description

Category: Small Scale Corporate Identity Schemes
Advertiser: DISTILLERIE VINET EGE
Product/Service: LE TOURMENT VERT ABSINTHE
Agency: TURNER DUCKWORTH
Date of First Appearance: Mar 1 2009 12:00AM
Entrant Company: TURNER DUCKWORTH, San Francisco, USA
HEAD OF DESIGN: DAVID TURNER (TURNER DUCKWORTH: LONDON & SAN FRANCISCO)
HEAD OF DESIGN: BRUCE DUCKWORTH (TURNER DUCKWORTH: LONDON & SAN FRANCISCO)
DESIGN DIRECTOR: SARAH MOFFAT (TURNER DUCKWORTH: LONDON & SAN FRANCISCO)
DESIGNER: Rebecca Williams (TURNER DUCKWORTH: LONDON & SAN FRANCISCO)
Photographer: Todd Tankersley
Media placement: 750 ML Bottle - Liquor Stores And Bars - 01/03/2009
Media placement: 50 ML - Liquor Stores And Bars - 01/03/2009
Media placement: Poster - Liquor Stores And Bars - 01/03/2009
Media placement: Coaster - Liquor Stores And Bars - 01/03/2009
Media placement: Napkin - Liquor Stores And Bars - 01/03/2009

Describe the challenges and key objectives
We created a campaign centered around the more versatile concept of “tormenting a cocktail”, hence the tagline: “Tourment it with Absinthe”. The campaign celebrates mixology and creativity, and challenges consumers to re-invent traditional cocktails by mixing or “Tourmenting” them with Le Tourment Vert.

Describe the brief from the client
Our client wanted to introduce a new absinthe drink to the U.S. market, where absinthe had been illegal up until recently. To make this niche product more palpable, the strategy was to broaden the traditional view of absinthe, focused previously on the hallucinogenic properties of wormwood and the art of the traditional absinthe drip.

Describe how you arrived at the final design
A campaign-specific logo was created with the Le Tourment Vert icon Turner Duckworth previously developed for the master brand. Campaign elements including posters, coasters and cocktail napkins feature a series of classic cocktails that have been “Tourmented” with Le Tourment Vert. The idea that anything can be “Tourmented” to bring creativity and interest has since extended beyond its original cocktail application. Le Tourment Vert is now a cultural patron of art and creativity, sponsoring cocktail and art-related events across the country.

Give some indication of how successful the outcome was in the market
Le Tourment Vert Absinthe has become well known and highly used throughout the mixology community.