DESIGN, CONTENT, IDENTITY, CREATIVE, ADVERTISING, TOOLKIT, PR, DIGITAL, STRATEGY, CAMPAIGN, RETAIL, NPD, TRADE
Global lead for a revolutionary Cognac.
We worked with Courvoisier for many years over a wide array of brand outputs. Highlights include creating a 4,000 litre punch that people floated across, naming their luxury edition, creating a 6m high pedal powered punch machine called Josephine, making them the first brand to partner with Punchdrunk Theatre company, creating a paper cut diorama that is still a central feature of their visitor centre, and most recently, conceiving their Café Courvoisier programme.
Here are some of our highlights in more detail;
Revolutionary Spirit Festival
This involved curating an extraordinary schedule of brand-owned and supported events pulled into a single programme that was publicised with pull-out guides in Time Out. Working with 80 different partners - including Punchdrunk Theatre Company, Gideon Reeling, Secret Garden Party, Bompas & Parr and others, 22k samples were served with a total reach of 243m.
As part of driving brand re-appraisal with a new audience, we reminded millennials of cognac's rich heritage as a mixable spirit, by partnering with a fledgling Bompas & Parr to recreate an extraordinary historical event when a British Admiral filled his fountain with a cognac-based punch. With the total number of 1,200 tickets selling out in 12 hours, the PR and digital reach came to a staggering 434m.
The Complete History of Food
To engage with the experience generation, we partnered again with Bompas & Parr to create an immersive event spanning over 6 centuries of food revolutions. Staged across a five floor London townhouse, each story was told with a unique drink pairing for Courvoisier, totalling 12,000 serves.
The Future 500
Managing this innovative branded network was part of attracting new consumers to Courvoisier. A new brand platform encompassing a dedicated online social media site, as well as offline events and funding/concierge services for leading talent across the UK, resulted in 20 new listings and 94% positive word of mouth for the brand.
With the aim of creating content to drive sales, we re-imagined the brand heritage behind Courvoisier through an exclusive, immersive brand experience over four nights at Harrods, London. While collaborating with emerging artists to create a bespoke historical diorama, we sourced and showcased the world’s oldest vintage of Courvoisier (1789) and reached 3.8 million people (over 40k on YouTube alone). To add to that, Courvoisier XO sold out in Harrods over the crucial Christmas period.
White Label also built the global brand foundations across Courvoisier’s digital and social media channels through a comprehensive digital plan. This included the conception and delivery of a new multi-platform website, as well as the launch of a global Facebook page that saw it grow from 0 to 53k likes in just three months. We also ran an innovative Instagram competition which delivered over 400 entries.