The campaign, which is meant to “embrace the concept of living” has been launched initially in the UK but will roll out across continental Europe, the Middle East and Africa.
Maxxium UK’s marketing controller for luxury brands, Chris Anderson, said the campaign “challenges conventions in theCognaccategory giving the spirit new momentum, targeting premium spirit consumers aged 25–45 by building relevance and new drinking occasions”.
Maxxium says the campaign will be supported through an extensive mass-media programme including online and print advertising as well as integrated partnerships, event sponsorships, word of mouth and in-store and in-bar activity.
Courvoisier’s outreach includes advertising in print publications including The Sunday Times Style magazine, ShortList, Stylist and ES Magazine, and online e-newsletters Emerald Street (from Stylist) and Mr Hyde (from ShortList).
Highlights of the print campaign are said to include a series of scenarios shot by photographer Jillian Lochner that show indulgent party scenes inviting the viewer to draw their own conclusion about what has taken place, and allow them to put themselves in the moment. The ads, which feature straplines: ‘It might not be the right place, but it’s definitely the right time’ and ‘What better time than now?,’ encourage social drinking occasions hoping that the target audience will consider Courvoisier, over their normal tipple, as an appropriate drink for that occasion.
Anderson said that they are partnering with YPlan, tonight’s going out app that gives followers the ‘inside scoop on the best events in town to make a night out more spontaneous and inevitably more fun’, to inspire consumers to engage with Courvoisier.
Maxxium says Courvoisier is to host a selection of luxury events with YPlan inLondon that encourage consumers to enjoy the brand in cocktails, at dinner, on holiday and with friends. This includes aselect group of subscribers who will be encouraged to act spontaneously to be whisked away on a luxurious 24-hour trip.
Here’s to Now will be supported by activity in UK multiple grocers, specialist retailers and the cash and carry sector with displays and gift cartons featuring Jillian’s photography. In the on-trade, point-of-sale will be revamped across core items and sales tools including glassware.
Anderson said: “This brand, steeped in history, is once again leading the Cognac category with an inspirational campaign that gives the category a fresh new feel. Here’s to Now is revolutionary in that it takes a 200-year-old brand and makes it relevant for today’s consumers, urging them to embrace life’s spontaneous moments with Courvoisier whenever and wherever the mood strikes.”