Courvoisier launches campaign to attract younger consumers

By Emily Kearns, Richard Siddle

Published: 08 October, 2013

Courvoisier hopes to attract key targeted premium spirit consumers to the Cognac category with a new campaign that looks to bring fresh excitement to what has often been seen as a traditional and elite drink.

Maxxium UK has devised a new advertising and marketing campaign for Courvoisier that urges consumers to seize the moment, and not just keep Cognac for special occasions.

Under the strapline Here's to Now it will be encouraging people to "act in the moment" through a campaign that will cover both online and print advertising as well as a number of strategic partnerships with key media titles such as Shortlist and Stylist, and in-store and in-bar activity.

It will even be giving away surprise luxury 24-hour breaks where travellers will be asked to drop everything and head off on a mini-adventure on the spur of a moment.

The Courvoisier campaign is breaking in the UK, but will be followed with similar executions across Europe, the Middle East and Africa.

The Here's to Now campaign in the UK is specifically targeted at 25 to 45 year olds who predominantly live in London and the south east, and are what Courvoisier call the "young and restless" who like to treat themselves and are on the lookout for the next trend.

In so doing it hopes to "transcend Courvoisier as just a Cognac brand" and help it stand for something else.

This includes linking up with YPlan, the events app which shows the breaking and exclusive events happening that night, to encourage people to act more spontaneously and tie in with brand's Here's to Now campaign and enjoy Courvoisier in cocktails, at dinner, on holiday and with friends.

Trade activity will include in-store activity in multiple grocers, specialist retailers and the cash-and-carry sector, and point-of-sale material in the on-trade including specialist glassware.

Chris Anderson, Maxxium UK's marketing controller for luxury brands, said: "Here's to Now is revolutionary in that it takes a 200-year-old brand and makes it relevant for today's consumers, urging them to embrace life's spontaneous moments with Courvoisier whenever and wherever the mood strikes."

It is also about getting across the message that Cognac does not get better in the bottle, so do not leave it gathering dust on the shelf.

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