To relaunch the world-famous cognac brand as ‘The Toast of Paris’, engaging press and influencers with Courvoisier’s strong brand heritage and immersing them in a truly unique brand experience.
Courvoisier was served at the opening of the Eiffel Tower in 1889 – so there was no better place in which to relaunch the brand and stake its place as ‘The Toast of Paris’.
To ensure the ultimate Courvoisier experience, we provided management of several different agencies and teams to bring the vision to life. We directed the set design and created and produced POS assets to enhance the luxury atmosphere of the event. We managed all correspondence with markets taking part in the event, from Japan and across Europe, to make sure that the experience went further than just a launch event, including organising bespoke curated tours of ‘Golden Age Paris’.
Guests were welcomed to the room by a glorifier commissioned especially for the event, topped with a one-off light installation. During the course of the evening, they enjoyed specially-created Courvoisier cocktails while being entertained by cancan dancers and silhouette artists.
Following the global launch event, The Toast of Paris campaign has gone live across the world, including in Global Travel Retail.
A number of events are hosted under The Toast of Paris campaign name, including the Courvoisier International Cocktail Competition.