As Pernod Ricard looked towards future growth, the drinks giant needed to make sure its brand was fit for the challenge. For decades, the concept of conviviality has been central to Pernod Ricard, but this rich and evocative idea wasn’t coming through strongly in its corporate identity. But the biggest struggle was in deciphering a universal understanding of conviviality – a seemingly impossible task of trying to capture a feeling.
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