PIPER-HEIDSIECK
‘TWISTS THE SCRIPT’ TO BRING ICONIC HERITAGE TO LIFE
Piper-Heidsieck, the most awarded Champagne house of the century, has launched a cinematic advertising campaign, to stage its own story with renowned British artist, Miles Aldridge.
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The campaign titled Twist the Script, brings to life how Piper-Heidsieck has been doing things differently and defying convention over the course of its history. ‘Twisting the Script’ reimagines tradition with bold, innovative flair. This is embedded in Piper-Heidsieck’s DNA for decades and remains a driving force behind the brand’s approach to winemaking today.
Miles Aldridge has brought Twist the Script to life in his inimitable style, illustrating four audacious stories from Piper-Heidsieck's rich history, with cinematic scenes that twist the script and highlight its daring and pioneering spirit.
Miles Aldridge
Twisting the Script since 1785
The champagne house’s maverick ‘script twisting’ has manifested itself in many ways over the brand’s history. Whether through the appointment of 31-year-old Chef de Caves, Émilien Boutillat, back in 2018, who brought his innovative approach to winemaking; or becoming the first champagne house to ever achieve B Corp status, Piper-Heidsieck is not afraid of ripping up the rulebook and blazing its own trail.
While other champagne houses often choose to play it safe with their brand partnerships. In 1999, Piper-Heidsieck embarked on a bold and unprecedented collaboration with fashion designer Jean-Paul Gaultier. The fashion icon gave Piper-Heidsieck Champagne a provocative makeover, encasing the bottle in a corset—a daring and seductive twist that redefined the high-end reputation of champagne.
The champagne house’s long heritage doesn’t stand in the way of progress as the brand has been at the forefront of technology, using advanced machinery in the champagne production process. The brand has also invested in Vitibot, a world leading wine robotics business, to further lead the way in sustainable viticulture.
Twist the Script campaign
Piper-Heidsieck’s new Twist the Script campaign features rich visuals, created by British artists and photographer, Miles Aldridge. The imagery brings to life iconic stories, reaffirming the Champagne house’s rich history and its enduring link to cinema, with the champagne brand being the first champagne to appear in the movie “Son’s of the Desert” in 1933 with Laurel and Hardy and having featured in more than 300 films.
Furthermore, the brand has long advocated for the arts and film industry and enjoyed an enduring partnership with the Festival de Cannes and the Oscars.
Unique Brand Stories
Unique stories brought to life through the Twist the Script campaign, include the champagne house’s bold approach to providing champagne during the prohibition era, by finding creative routes for champagne to be delivered throughout New York, often with cases of Piper-Heidsieck being cunningly disguised as books.
Legendary lover of Piper-Heidsieck, Marilyn Monroe, is one of the stars of the new brand campaign visuals. The champagne house celebrates how Marilyn too liked to do things in her own unique way. When other female stars of the screen would wait around for the right script, Marilyn grew tired of waiting and decided to become a producer herself and set up her own company, she was one of the first females to do so.
In their own words
Speaking on the brand's audacious heritage, Sandrine Pietrement, Global Brand Director said: “Since joining the Piper-Heidsieck team, I've witnessed firsthand the creativity, vision and freedom we are granted. We're continually encouraged to twist the script and carve out our own unique perspective in what is traditionally a very conventional industry."
Artist and Photographer behind the campaign, Miles Aldridge said: “Twist the Script has been a real passion project for me and it’s amazing to see the brand’s audacious narrative and the cinematic imagery all come together for the final creative.
Piper-Heidsieck allowed me the creative freedom to explore the brand’s history and the stories that demonstrate the brand’s joyful disobedience. Getting under the skin of these stories and then bringing them to life has been a real joy.”
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Piper-Heidsieck’s Chef de Caves, Émilien Boutillat said:
“As Chef de Caves of Piper-Heidsieck, I’m thrilled about the launch of the Twist the Script campaign—it perfectly captures the spirit that has always defined us. Whether in our winemaking philosophy, production methods, brand partnerships, or packaging, we've always been committed to doing things differently.
I’m particularly impressed with how Miles has brought to life four of our many brand stories that showcase Piper-Heidsieck's bold spirit and unique flair. This rich history continues to inspire me as I craft the blends for our cuvées and push the boundaries toward an ever-bolder future.”
Émilien Boutillat
Piper-Heidsieck Going Forwards
One bottle of Piper-Heidsieck pops every six seconds worldwide. Piper-Heidsieck was the fastest growing major Champagne House in the last quarter of the UK market.
The Twist the Script campaign launches (24th September) with a mural of Miles Aldridge’s campaign imagery in Brooklyn, New York. Limited Edition Marilyn Monroe tin boxes of Piper-Heidsieck celebrating the campaign will also be available to buy in Waitrose stores around the UK from the 15th November.
