As one of the world’s most celebrated Champagne houses, Moët & Chandon continues to lead through innovation. With the launch of Moët Ice—one of the first Champagnes crafted to be served over ice—the brand challenged traditional consumption norms. The task: deseasonalize Champagne and build year-round relevance by elevating awareness and driving trial through Moët Ice’s refreshing versatility.

MME developed the creative concept and partnered with a Moët Hennessy photographer to bring the Moët Ice vision to life. From art direction to styling and shot planning, the focus was on capturing a visual narrative that transcended seasonality—positioning Moët Ice as the Champagne for any place, any time.

In close collaboration with Moët Hennessy, MME helped build a comprehensive program playbook to guide execution across all commercial and experiential verticals. Designed for ease and adaptability, the toolkit ensured consistent, premium presentation of Moët Ice across retail, on-premise, and digital channels—reinforcing the brand’s message with clarity and cohesion.