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FMBX News
Posted: Aug 15, 2011
White Label and Hel's Angels team up for Courvoisier's Upgrade
Maxxium UK’s market leading cognac Courvoisier, is launching an extensive summer punch sampling tour, as part of its Upgrade campaign that will see the revolutionary brand in action at major festivals across the country.
Kicking off at the Secret Garden Party this month, Courvoisier’s ground-breaking eight metre high Pedal Powered Punch Machine will appear for the second year running and sample 10,000 target consumers with Courvoisier’s signature punch serve – Courvoisier VS, lemonade, Angostura bitters, garnished with lemon and orange wheels.
Throughout August Courvoisier will dominate Edinburgh during its Festival Fringe. A high visibility outdoor campaign with 6 sheet and 48 sheet posters, with the tagline, Courvoisier Punch. Cocktails on a Grand Scale will run across the city centre, whilst 14 Courvoisier branded taxis will offer free rides to and from the festival.
Courvoisier will upgrade the Lower Pleasance Courtyard for the duration of the Festival Fringe, giving festival goers an unforgettable experience. A branded area, offering Courvoisier punch will become a destination hot spot for people looking to relax and socialise with friends.
Courvoisier will adopt the latest proximity marketing technology that will alert O2 phone users when they are close to the activity, raising awareness of Courvoisier and driving footfall to Courvoisier events.
In September, the Pedal Powered Punch Machine will sample 8,000 consumers from under the Hungerford Bridge at The Thames Festival, mixing Courvoisier Punch and swing music to great effect.
Appearing at these festivals is White Mink, with whom Courvoisier formed an exclusive partnership at the start of this year. White Mink are the leading promoters of electro-swing, a new music genre which is gaining momentum across the country remixing 1920s swing beat. At the Secret Garden Party, White Mink has a full programme with their stage co-branded with Courvoisier and activity linked to the Pedal Powered Punch Machine. In Edinburgh, White Mink will own the after party slot at The Voodoo Rooms, where complementary Courvoisier punch will be served.
White Label UK, the Creative Agency, employed Hel's Angels as the bar sampling and activation partner to provide the staff
Hel’s Angels have just returned from sampling Courvoisier's signature punch at The Secret Garden party festival, where the campaign kicked off. Kenny McKracken took on the role of Mad Professor overseeing the bar and the eight metre high Pedal Powered Punch Machine.
On the opening day Hel's Angels staff, dressed in 1920's garb, sampled to 11,000 revellers as they arrived at the festival.
Maxxium UK’s marketing controller for Courvoisier, Eileen Livingston says: “Courvoisier is committed to growing the category through punch this year, an association that has helped us to attract new consumers to Courvoisier and widen the gap between us and our nearest cognac competitor. Summer festivals are the perfect place to reach our target consumer through punch as festivals are all about socialising with friends in a laid back style which is exactly how punch should be enjoyed. By adopting this strategy, whilst at the same time activating an integrated marketing plan that utilises outdoor advertising, text marketing and social media, we are set to continue to grow the cognac category in 2011.”
