RELAUNCHING A PRESTIGE COGNAC
Reinvigorating sales and advocacy for L’essence
Despite being the most premium expression in the Courvoisier portfolio, L’Essence de Courvoisier was the only one not to be included in a recent packaging restage. Instead the strategy was to give L’Essence de Courvoisier a prestige edge through a reinvigorated communications platform in order to allow it to compete in the super-premium market.
Positioning | Key Visual Creative Storytelling | Creative Asset Production | Photography | CGI Video | VIP Event Concept
THE CHALLENGE
To provide markets with key BTL assets to support sales of the prestige expression through retail and brand experiences.
THE INSIGHT
At the prestige price point the entire experience needs to be considered. The exquisite liquid in the bottle needs a dramatic setting in order to convince knowledgeable cognac drinkers to purchase, and become loyal advocates.
THE APPROACH
The brand and liquid story was reimagined to highlight the compelling truths that connect with the discerning consumer. This was then brought to life through dramatic visuals, bespoke retail displays and elegant tasting dinners.
An elegant and powerful experience at every touchpoint,
THE WONDER
The global toolkit enabled markets to secure new displays in premium retailers and travel retail. The UK market increased sales and engagement with prestige consumers through a commercial partnership with a key London account; this ensured the commercial relationship was strengthen alongside consumer perception.
