Most Effective Sales Demo or Sampling at Retail GOLD White Label, Courvoisier
White Label (WL) were tasked with executing the first activation of the global platform, Alchimie de Courvoisier, a luxury repositioning campaign also conceived by WL as the global creative agency. The bespoke piece of UK activity aimed to reinforce Courvoisier’s luxury credentials within the UK market, targeting high earning ‘Nu-Lux’ adults whilst articulating the brand’s ethos as “The revolutionary spirit that celebrates what’s next”. Given this discerning audience, it was vital to both engage and educate these consumers in order to create brand advocates who would in turn influence and enhance wider perceptions of Courvoisier as a luxury brand.
Clients, key press contacts, Harrods VIPs, consumers and media partner guests were each allocated a dedicated L’Atelier de Courvoisier session, during which they were invited on an educational journey through the history of Courvoisier, beginning with a welcome cocktail designed by Nathan Merriman of The Club at The Ivy. Named the ‘St. Helena’, the cocktail reflected the brand’s heritage whilst showcasing Courvoisier’s pioneering spirit with innovative use of premium ingredients, and samples served to strengthen further the brand’s on-trade relations.
You can relive the Alchemie here: