Morgan Freeman becomes the brand ambassador for Laurent-Perrier Champagnes (outside France)

rand Siècle, the high-end blended Champagne by Laurent-Perrier, has recruited a brand ambassador with a global reputation to match its first worldwide communications campaign. Actor Morgan Freeman is the new face of the Tours-sur-Marne-based brand which will be displaying the Invictus actor’s portrait in the press and on social media at the end of September in Europe (Germany, Italy, the United Kingdom and Switzerland), North America (United States), Asia (Japan) and Africa (Nigeria). Due to advertising restrictions under the Loi Evin, the French market is not included in this first international campaign rolled out by the company in a bid to secure greater recognition.

Since 1959, “Grand Siècle has been the only prestige label in Champagne made from a blend and not a vintage”, comments the independent company, whose chairman Stéphane Dalyac stressed in a press release that “it took us a lot more time, effort and perseverance for our expertise to be recognised, probably due to the fact that we are different”. Hence the advertisement’s strapline, “It takes time to become an icon”. “It seemed obvious to us that Morgan Freeman, through his background and his determination, was the perfect epitome of Grand Siècle and should become its brand ambassador”, adds Dalyac.

Morgan Freeman became famous for his roles in films such as Million Dollar Baby, Red, The Dark Knight and Invictus and also stylishly and discreetly depicted inspector William Somerset’s love of wine in the film Se7en by David Fincher in 1995.