G.H Mumm launches new ‘To Bold Beginnings’ brand platform via Emotive


Pernod Ricard Winemakers, G.H. Mumm, the Champagne Maison known for its pioneering spirit, has today launched a new brand platform, ‘To Bold Beginnings’, developed by independent creative agency, Emotive.


Inspired by the insight that Australians are just as likely to raise a glass to ambition as we are to achievement, ‘To Bold Beginnings’ is a toast to those forging ahead with bold ideas and a celebration of all that’s still to come.

To launch the platform, Mumm has partnered with one of the world’s most innovative young chefs, Josh Niland. Recognised for his boundary-pushing approach to seafood, commitment to sustainability and combatting issues of food waste, Niland’s avant-garde style is expressed in each of his dishes. Josh shares his own bold beginning story via long and short form content, revealing how he came to find success on his own terms.

Says Eric Thomson, global marketing director of Pernod Ricard Winemakers: “As a brand, Mumm has been driven by a passion for progress and a pioneering spirit for nearly 200 years – and that drive has gotten us to where we are today; Australia’s #1 Champagne. Bold Beginnings is about celebrating that drive, and we are thrilled to be partnering with Emotive and Josh – arguably the boldest Chef in Australia right now, who truly embodies the spirit of Mumm.”

Says Ben Clare, group creative director of Emotive: “With everyone else in the category celebrating people’s accomplishments, we thought let’s raise a glass to ambition – to blank pages, and bold ideas. Because there’s just as much cause for celebration in taking the first step towards something as there is in finding success. And while few people have the courage to leave school to pursue their dream of becoming a chef at 15 like Josh, we’re hoping his story is first of many under the new platform.”

The campaign will be distributed via digital, social and PR.

Mumm Marketing Team
Head Of Champagne and Vodka: Valeria Catterini
Senior Brand Manager: Karlee Fancourt
Brand Manager: Julie Chan

Emotive Agency
Head of Strategy and Managing Partner: Michael Hogg
Strategy Director: Anthony Lockhart
Group Creative Director: Ben Clare
Business Director: Sarah Clifton
Executive Producer: Hayley-Ritz Pelling

Film Production Company: Daughter @daughtercollective_
Film Director: Michael Dole @doleydoley
Executive Producer: Annika Johansson @annikacreates
Cinematographer: Mike Perry @mikeperrydop
2nd Camera unit: Eddy Ming @eddyming
Gaffer: Storm Ashwood @stormashwood
1st Assistant Camera: Christo Herriot @christoherriot
Sound Recordist: Leo Sullivan
Photographer: Eddy Ming @eddyming