How BENlabs Helped Maison Lillet Blend into the World of Emily in Paris

To meet these goals, BENlabs developed an entertainment-first campaign that would leverage an established IP to drive cultural relevance and increase appeal among modern consumers.  BENlabs worked with Lillet to architect a 360 partnership with Emily in Paris, a globally beloved IP that embodies Parisian sophistication and celebrates a female-forward narrative. Over a 12-month collaboration with the show’s production team, BENlabs secured a high-impact in-show integration within Season 4, Episode 7. In a bright, stylish lunch scene, lead character Emily introduces Lillet to a colleague as a “cool new French spritz,” perfectly aligning the brand with the series’ aspirational lifestyle and feminine energy. This organic moment embedded Lillet directly into the cultural conversation, establishing its identity as a chic, modern beverage of choice.

To extend the momentum beyond the screen, BENlabs worked with Paramount to launch two exclusive limited-edition Lillet bottles (Blanc and Rosé) inspired by Emily in Paris. These products were released across 11 global markets and featured signature cocktail recipes, including the Emily Royale, available both in-store and online. The partnership was further amplified through a multi-channel campaign that included over 10 on-premise activations around the world, two social media posts by Emily in Paris talent, and a custom segment on Entertainment Tonight, which spotlighted the limited-edition bottles and cocktail recipes, reinforcing the brand’s connection to the show. By leveraging a beloved IP and executing across entertainment, digital, retail, and experiential, BENlabs helped Lillet build meaningful cultural relevance and drive significant consumer action.