The First 0.0% Alcohol Product Launched by Maison Ferrand

Maison Ferrand has unveiled Citadelle Zero 0.0, its new non-alcoholic expression crafted from the 19 botanicals that have defined Citadelle from the start. To bring the launch to life, Maison Ferrand partnered with Paris-based creative studio TONEVO, led by Creative Director Tom Illand, who developed the campaign concept around a simple creative challenge: how do you tell the story of Citadelle Zero in just twenty seconds?

The answer came from the product name itself. The two zeroes of “0.0” became the central visual idea of the campaign, with a split-screen dividing the frame into two distinct spaces. Each side represents one of the zeroes, creating a series of parallel moments and consumption occasions: a sun-lit terrace, a bar, a laid table. The concept gives the film a simple visual language while showing how Citadelle Zero naturally fits into different moments of contemporary drinking.

The campaign’s signature detail comes in the final frame, when a juniper berry falls precisely into the centre of the screen, taking the place of the decimal point between the two zeroes. The “juniper berry touch”, as the TONEVO team calls it, turns one of Citadelle’s defining botanicals into the final punctuation of the story.

“From the beginning, we wanted the 0.0 to be more than just a product claim. It became the creative device that allowed us to tell several stories within a very short format. The juniper berry landing as the decimal point was the final detail that connected the visual idea back to the product itself.” said Tom Illand, Creative Director at TONEVO.

Shot at Château de Bonbonnet, the home of Maison Ferrand, the film combines the estate’s Charentais stone and natural light with a contemporary visual treatment, creating a distinctly French setting for the new expression.

The campaign was produced by TONEVO across both the commercial film and Key Visual, and has been adapted and localised for France, the UK, Spain and Italy in close collaboration with the Maison Ferrand team.

For TONEVO, the Citadelle Zero 0.0 campaign reflects the studio’s approach to creative production: starting with a strong, simple idea and building every visual detail around it to create distinctive brand storytelling.