The Here’s to Now campaign comprises three new adverts, each featuring a party scene devoid of people and inviting consumers to put themselves ‘in the moment’.
Appearing in a range of titles that include The Sunday Times Style magazine, ShortList, Stylist and ES Magazine, as well as on outdoor advertising sites, the ads feature images by South African photographer Jillian Lochner.
We are significantly investing in understanding our target consumers.
As well as the Here’s to Now tag and an individual strapline, each advert also includes a line promoting the brand’s heritage of “200 years crafting”.
“We are significantly investing in understanding our target consumer, their lifestyle, their needs and behaviours and which messages resonate with them most,” said Chris Anderson, marketing controller for luxury brands at distributor Maxxium UK.
“As recruitment from outside the Cognac category is essential to ensure future growth for the brand, we’ve created Here’s to Now to emotionally connect with our target consumers.
“The ads shot by Jillian Lochner capture the essence of this inspirational campaign, urging consumers to embrace life’s spontaneous moments with Courvoisier—anytime, anywhere.”
Recruitment from outside the category is essential.
Targeted at premium spirits drinkers between the ages of 25 and 45, the campaign is part of a global ‘unifying strategy’ for Courvoisier across Europe, Africa and the Middle East.