COURVOISIER PRESTIGE
Delivering a Premium Education ProgramME to Build Brand Advocacy
It’s no secret that brand education plays an essential role in driving engagement and building brand advocacy. As a creative branding agency, we understand that an education programme has the power to cultivate genuine brand loyalty and help establish authority within a category, so it’s important to get it right.
Education & Advocacy | Creative Agency | Drinks Industry | Brand Advocacy | Brand Partnership
The Challenge
To build a premium education programme for the Prestige Portfolio
After creating a successful education programme for Courvoisier’s core VS and VSOP cognacs, Wonderworks was asked to work on The Prestige Collection, showcasing the premium liquid credentials of four rare expressions: Courvoisier XO, Courvoisier XO Royal, Courvoisier Extra and L’Essence de Courvoisier.
The programme had to deliver Courvoisier’s luxury positioning and be easy for markets to execute among audiences of top-tier bartenders, key opinion leaders and trade media.
THE APPROACH
Celebrate Courvoisier’s House Style through elegant tasting experiences
We worked alongside a partnered PR agency to develop an education platform that integrated fully into a luxury banquet experience. The Prestige Collection Tasting was the ultimate celebration of Courvoisier’s house style, Cognac in Blossom. It elevated above the expected, paying homage to the quality of the four extremely rare and suitably expensive cognacs.
Having established the key messages and stories at the heart of the collection, we sought to bring them to life through a memorable and sophisticated brand experience, taking guests on a curated journey through each expression. Bespoke tasting assets such as serving trays, menus, and elegant handwritten place cards appealed to our contemporary audience, while remaining true to Courvoisier’s brand DNA.
Hero asset – The Prestige Collection short film
Key to the programme was The Prestige Collection film featuring Courvoisier’s Chief Blender, Thibaut Hontanx. We created the storyline, the script, and the film’s captivating visual style.
The film tells the brand’s story, focusing on the key elements that make Maison Courvoisier and The Prestige Collection unique – from the cognac house’s prestigious crus to its signature method of ageing on water and its five previous Chief Blenders across the generations.
An artist partnership to elevate Courvoisier’s story further
We partnered with award-winning artist, Clym Evernden, to design a suite of unique illustrations for use across The Courvoisier Prestige Collection assets.
The collaboration injected a distinctive illustrative style that aligned with Courvoisier’s positioning and spirit of joie de vivre. The partnership is initially set to span two years, cementing its place within Courvoisier’s brand story.
THE WONDER
Feedback from Brand Ambassadors and Beam’s internal audiences has been very positive, cementing The Prestige Collection education experience as both memorable and engaging. The teams left the experience feeling excited and reinvigorated towards the brand, even making special requests for additional tools and assets to be developed to continue to support them in their tastings moving forward.