Campaign platform: The Art of Indulgence

Insight: Modern-day luxury isn’t louder or larger — it’s slower: an unhurried ritual you can keep.

Opportunity: Make De Soi the refined indulgence: a non-alcoholic aperitif that delivers complexity and ritual — for people with standards, not restrictions.

The Art of Indulgence

Indulgence, at its best, is composed.
Measured. Deeply satisfying.

Rich in feeling, light in form.

De Soi is made for moments that linger,
where pleasure unfolds at its own pace.

For evenings that unfold, not unravel.

For thrill that is immersive, considered, and complete.

De Soi exists to be savored —
unhurried, uninterrupted, and undeniably indulgent.