" 1664 Blanc - brand positioning and innovation pipeline | Haines McGregor

French playful elegance with a twist

We developed an effervescent positioning that bottled all the playful elegance of Paris: its romance, intrigue, rituals and heritage and gave it a twist. From here, we built the brand guardrails, innovation pipeline, brand architecture and creative platform leading to a TVC.


Let's celebrate!

Since the refreshed positioning was created, the brand has grown consistently in both volume and value. In 2020 volume grew 8%  in spite of the global pandemic. “Tchin-tchin”, as the Parisians say!

©  TVC and campaign developed by Fold7.


"HMc are a very strong strategic agency, an extended arm to my team and a trusted partner we can continuously rely on. I have found them very helpful in helping us come up with global brand guardrails aimed at elevating our brand expression. Their structured approach and vibrant creativity have shaped our thinking very well, resulting in a meaningful set of new growth for 1664 Blanc globally. "

Nikola Maravic Global Brand Director, 1664 Blanc