"Sincerely" is ARARAT's new advertising campaign, another chapter in the brand's history. ARARAT Armenian brandy, continuing to strengthen its presence in all its markets and focusing on the most effective means of connecting with the consumer, opens a new page that gently presents a story about the most important.
In this advertising campaign, the brand's traditional values—craftsmanship, generosity, passion, and authenticity—are bright and colorfully incarnated to remind us of priceless and sincere human emotions.
Since 1887, the masters of ARARAT, passing on knowledge, experience, and tradition from generation to generation, have always filled it with holy love and sincere emotions. This edge of ARARAT has resonated over the decades and has always met with the appreciation of consumers and their willingness to share the warmest and most sincere moments of human contact with the brand. Since 1887, the artisans of ARARAT have invested their emotions in each stage of production. ARARAT shares this cherished approach with you with the "With all sincerity" campaign.
The new ad campaign features each of the classes in the ARARAT range. A particular dramaturgical commonality unites the visual components of the campaign. Thus, each visual series of the new campaign is built on the principle of duality. In each campaign image, ARARAT addresses two dimensions of the brand: the product itself and the accompanying emotions. ARARAT emphasizes the "real" and the "sincere" and becomes the point of these phenomena, where the moments of production pleasure are harmoniously combined. These moments sum up the centuries-old heritage of ARARAT and those valuable episodes of our lives that are always combined with one cup of ARARAT.
Thus, the ARARAT star class, which combines ARARAT 3-star and ARARAT 5-star cognacs, gets a rich visual summary with the help of grapes. The basis of brandy, grapes, is depicted here with acceptable spatial solutions: the sun and the light radiating from it, which symbolizes the victory and generosity of nature. The illustration is accompanied by the inscription, "Since 1887, we have been giving you the warmth of the sun," inviting real Armenian cognac lovers to share it with their loved ones.
ARARAT's premium class, which includes ARARAT Ani and ARARAT Akhtamar cognacs, is presented to the consumer through one of the most critical stages of cognac production—the distillation process. Paying tribute to the literate and professional distiller, who became one of the starting points for establishing brandy in Armenia in 1887, the visual solution of this class focuses our attention on this very stage of production. Here, a close-up of a section of the distiller is presented under saturated colors, creating a vivid emotional involvement effect.
The super-premium class of ARARAT Armenian cognacs, which combines ARARAT Vaspurakan, ARARAT Dvin, and ARARAT Nair cognacs, in the new advertising campaign allegorically tells about the longest stage of cognac production—aging. According to the creative team working on the project, Nair brandy is presented on a section of centuries-old oak, which mentally leads the viewer to an essential element of real brandy: aging in oak barrels.
The naturalistic depiction of the baseboard, where a careful observer is sure to notice natural cracks in the oak, inadvertently conveys a sense of confidence, endurance, thoughtful hindsight, and obsolescence. Decades of obsolescence, each year carefully preserved by the dedicated craftsmanship and sincere love with which the artisans of ARARAT created and continue to weave the history of ARARAT.
"ARARAT is always ready to take innovative steps. Thus, in 2021, we introduced new elements to the stylistic features of the brand, which were revolutionary for the industry at that time. Over time, our innovations showed a new side of our capabilities and became exemplary. Today, ARARAT takes one step forward. The brand has a rich history, exclusive traditions, and perfect quality. It is necessary to tell our consumers about all this in more than 50 countries where the brand is represented. I want to tell you that ARARAT deserves to share the warmest and most sincere moments spent with loved ones. With the new campaign, we needed to unite all consumers around what matters. "With all sincerity," the advertising campaign is a new page in the history of the brand, which draws our attention to the most important, the most real, sincere human emotions with which we endow the most precious to us: love, work, care, kindness, and warmth relations," emphasizes Anush Hambardzumyan, Director of Marketing and Sales of the Yerevan Brandy Factory.
