Belle Gueule

How a classic brand can be reinvented through social media


Food & beverages


Content management strategy, media and performance
Leger DGTL received a mandate from Belle Gueule to help reposition and reinvigorate the brand with a younger demographic across social media channels.

A refreshing brand boost

Belle Gueule beer enjoys great popularity and brand recognition in a demographic segment accustomed to consistent quality and in “love with the classics.” In order to diversify its customer base and establish a dialogue with a younger target audience, the brand needed to rethink its image and tone of voice.


To inject new life into the brand and appeal to a younger demographic, Leger DGTL developed a comprehensive content management strategy for Belle Gueule. Through motion design, Augmented Reality (AR) in Facebook and stories, content became the driver to articulate the new narrative and differentiate the brand for the competition. In addition, Leger DGTL established partnerships with key influencers to spread the message across their respective platforms using hyper targeting.


Belle Gueule’s new content management strategy succeeded not only in delivering a reinvigorated brand message but, most importantly, in boosting customer loyalty with a younger audience who is now hyper-engaged through Facebook and Instagram.

In just six months…

Increase in rate of engagement
Adoption rate for the -40-year segment
Innovative formats introduced (including motion and AR)

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