A pink lama as brand ambassador
How a fluffy mascot helped Jules Mumm win the hearts of an ever-growing fanbase.
Jules Mumm, a sparkling wine brand, needed a fresh and unconventional approach to its communication. Our solution? Party vibes, not boredom! Enter Jules, a pink llama designed to connect with new audiences who live primarily online. Paired with the new tagline, "You’re more Jules than you think", the campaign also featured a catchy jingle: "Yippie Yippie Boom, here comes Jules Mumm."
The target audience’s favorite
The 360-degree campaign for Jules Mumm spanned TV and digital channels, with Jules the Llama stealing the show on social media. It also left its hoofprints at the point of sale with quirky, fluffy bottle coolers that became a must-have item, seamlessly blending online and offline experiences.

The verdict: “Oh yeah!”
Today, our pink llama receives fan mail like a Hollywood star. People resonate with the campaign tagline, using Jules as profile and header images on their social media. Instagram followers have grown nearly sixfold since the campaign launched, and the GIFs of Jules in action—uploaded to giphy.com—have racked up an astounding 516.6 million views. What does Jules say about all this hype? “Yippie, Yippie, Boom, here comes Jules Mumm!” We couldn’t agree more.
