In support of Courvoisier’s The Toast of Paris Since 1889 campaign, Maxxium UK is unveiling new advertising to appear this Christmas across print, digital and social media, as well as cinema.
In cinemas, consumers will be taken on a Courvoisier journey through the decades. The ad takes place in the Eiffel Tower where Courvoisier was the cognac selected to toast the opening of this iconic monument.
The ad will appear in cinema across the six-week period leading up to Christmas and is expected to reach approximately 4 million consumers.
Advertising will also appear across Facebook and YouTube, this winter and next spring, expected to reach 12 million consumers in total. This will be supported in leading newspapers The Daily Telegraph, The Times and The Guardian with print and digital activity reaching 2.4 million.
In cash & carry, special packs will feature a pair of coupette glasses with a bottle of Courvoisier VSOP to highlight the celebratory Champagne Cocktail and 10,000 Courvoisier VS gift cartons will be exclusively available in Costco.
Maxxium UK’s marketing controller for luxury brands Chris Anderson said: “This one of the largest investments in advertising for Courvoisier in the UK. As the leading cognac in this market and with the launch of The Toast of Paris Since 1889 campaign, it’s the perfect time to share Courvoisier’s rich brand heritage and Parisian roots with consumers.”
The campaign is also being supported with activations across the on and off-trade, which communicate signature serves, Midnight in Paris and the Courvoisier Champagne Cocktail.
The signature serves featuring Courvoisier VSOP will be included in leading grocery Christmas gift guides and magazines to maximise the Christmas sales opportunity.