Courvoisier campaign targets 25–45 year olds

Maxxium UK is launching a campaign for Courvoisier that embraces the concept of living in the now. As part of a unifying marketing platform across Europe, Middle East and Africa, the UK will be the first market to launch Here’s to Now, a campaign encouraging consumers to live spontaneously while enjoying the UK’s number one cognac.

Following the lead from previous Courvoisier campaigns, Here’s to Now is challenging conventions in the cognac category giving the spirit new momentum, targeting premium spirit consumers aged 25–45 by building relevance and new drinking occasions.

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 include a series of intriguing scenarios shot by well-known photographer Jillian Lochner that capture indulgent party scenes inviting the viewer to draw their own conclusion about what has taken place, and importantly 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 with Courvoisier that perhaps would not be expected from a cognac brand.

To inspire consumers to engage with the campaign, Courvoisier is 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.

Courvoisier is to host a selection of luxury events with YPlan in London that encourage consumers to enjoy the brand in cocktails, at dinner, on holiday and with friends. This includes a select group of subscribers who will be encouraged to act spontaneously to be whisked away on a luxurious 24-hour trip with surprises revealed throughout the journey.

Here’s to Now will be supported by activity in multiple grocers, specialist retailers and the cash and carry sector with displays and premium gift cartons featuring Jillian’s photography. In the on-trade, point-of-sale will be revamped across core items and sales tools including glassware will be provided to give consumers the full Courvoisier experience.

Maxxium UK’s marketing controller for luxury brands, Chris Anderson says: “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.

“Here’s to Now is a multi-media campaign with on- and off-trade support that will drive sales of Courvoisier and inspire consumers, old and new, to reach for the brand.”

15 October 2013 - Felicity Murray The Drinks Report, editor