Nicolas Feuillatte launches contemporary communication strategy

By Andrew Catchpole

Published: 08 June, 2016

A major marketing shake up was unveiled at Champagne Nicolas Feuillatte's 40^th anniversary bash in Paris on 7 June

A major marketing shake up was unveiled at Champagne Nicolas Feuillatte's 40^th anniversary bash in Paris on 7 June.

The world's third largest and youngest major Champagne brand has announced a radical change in its communications strategy, using the backdrop of a warehouse party in a lively Parisian neighbourhood, complete with street performance and street art, to mark the change.

Nicolas Feuillatte's renewed focus is centered on the theme of "emotional luxury", looking to tap into the emotive and consumer-centered experience that Champagne typically adds to, rather than purely on the brand itself.

As such, it represents a departure from the more typical messages of luxury and high-brow culture with which many Champagne houses are at pains to link themselves.

The mix of relative youth of Nicolas Feuillatte's 40 years of production, coupled with its fast ascendancy to it's number three global Champagne brand status, has allowed for this fresh approach, marketing and communications manager OIivier Legrand told Harpers.

"The 40^th anniversary was an opportunity to create a new impetus around the brand and continue the success story of the past 40 years," said Legrand.

"The challenge was to find a way to create a new dynamic, to re-energise, and we had to look what was in our DNA, being the youngest of the Grandes Marques Champagne houses," said Legrand. "The new campaign could be audacious, engage the audience and get them involved, encouraging emotional contact with the brand."

Supporting this new direction, Nicolas Feuillatte has re-launched its international advertising campaign, launched a stylish new lifestyle-based magazine, is currently revamping its social media activity, and has plans post it's Paris birthday bash to roll out ongoing "immersive brand experiences".

A new winery, designed to reflect the rolling topography of the surrounding vineyards, is also due for completion early 2017.

In a modern twist on the relationship between consumer and brand, the new advertising campaign is designed to encourage the consumer to bestow their own meaning or story on the images used.

This is turn links to the planned immersive experiences, which again aim to place the consumer centre stage in terms of provoking emotional and memorable experiences to which the Champagne will then contribute.

"Having an evening with artistic performances that typify and show the emotion of the brand - bold and audacious - is far more engaging than a technical tasting of our Champagne," said Legrand.

The Other Side of Life competition

As part of its new communications strategy Champagne Nicolas Feuillatte is partnering with Harpers in the launch of an entertaining new initiative, "The Other Side of Life".

This new competition, open to anyone working in the UK drinks trade, is asking readers to share unusual or noteworthy hobbies, projects and achievements that are not related to their day jobs, letting us and our readers into "The Other Side of Life" for those with a secret passion in the trade.

Those shortlisted will receive an invite to the Harpers Awards Dinner on 21 September, where the winner will be announced, with the winner then going on to join Nicolas Feuillatte in Champagne on an all-expenses paid trip for two later in the year.

To enter 'The Other Side of Life', please contact Lee Sharkey at Harpers: lee.sharkey@agilemedia.co.uk

Entries need to be with us by Wednesday, 13 July.

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