Courvoisier

The Challenge

In a homogeneous Cognac category, our challenge was to establish Courvoisier as a global icon of luxury, building on the new brand idea of ‘Joie de Vivre’ to force reappraisal- but with no ATL support.

The Articulate Solve

We recommended driving differentiation and category stand out by positioning the brand as a an approachable and sessionable, alternative in the typical dark, night time, old school world of cognac.

The Campaign

We secured British Nigerian artist Yinka Ilori as our Ambassador for Joy - his bright, fresh, vibrant artistic style made him the perfect choice to bring the joy to Courvoisier - and he translated the brand idea into “We Found Joy” - a truly joyful and inclusive global event series and media re-engagement program.

Our partnership with Yinka continued into a second year with a limited edition Courvoisier VSOP bottle design; four unique ombre colorways inspired by the joy of a summer's day in Maison Courvoisier's home in Jarnac, France. The LTO was launched in The Wonder Room, in Selfridges, London and the launch program included bespoke media kits, content capture, consumer and trade media engagement resulting in feature placements, media partnerships and influencer and celebrity engagement.

The Result

380 guests experienced the “We Found Joy” global relaunch events. We delivered 53 pieces of editorial coverage, surrounding the Courvoisier global brand relaunch announcement and all three events. We received 81 media hits in luxury outlets garnering 1.7 billion impressions. 653 pickups from Global PR Newswire totaling 2.4 billion impressions. 100% positive messaging in top-tier media outlets such as Vogue, Food & Wine, Variety, Architectural Digest, Bloomberg, Fortune and more. Our year two LTO launch resulted in 22 pieces of coverage with 78% in top tier titles, with 103.9m OTS.