Courvoisier

The goal was to de-mystify and modernise Courvoisier, positioning it as a quality, luxury and mixable drink for a night out. The activity aimed to encourage a 'New Adult' audience to try Courvoisier cocktails at that ‘I don’t know’ moment when the barman asks what they want to drink.

Our strategy

We wanted to bring the brand front of mind amongst the New Adult target audience through association with new, intriguing ideas for nights out in London. A genuine editorial partnership would give readers confidence in the brand, and we would encourage trial through redemption of a complimentary Courvoisier Cocktail offer.

The big idea

We ran a partnership with Courvoisier in the London Evening Standard ‘Trends’ section for 3 months from September to November 2009

This ground-breaking campaign saw a genuine collaboration with editorial, with bespoke ‘Trends’ features commissioned and written to engage the New Adult target audience and provide the optimum environment for the Courvoisier brand communication.

Within these articles, and in the weeks in between to support, we ran complimentary cocktail offers and bar reviews to maintain the peaks of awareness created by the ‘pillar’ Trends features.