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Fresh approach on timeless values
ARARAT is a legendary Armenian brandy, which traces its history back to 1887. It is one of the most important brands in the Pernod Ricard Rouss portfolio. Today ARARAT is represented in 35 countries and their list is constantly expanding. In 2020, ARARAT completely redesigned the bottles of its young, premium and super-premium brandies. This is a major step for such a classic drink as brandy, which marked a new stage in ARARAT's long history.

The TBWA\Moscow agency had a task to create the communication, which would reflect the renewed Look and Feel and Tone of the brand voice and convey the main idea — "the same unique Armenian brandy in a new, modern form".

Modern look at the eternal values: a fresh reading of the classic brand attributes, non-traditional for the category color solution, the use of new musical solutions for the brand — all this allowed us to solve the tasks and to create the image of an actual brand with a long history.