Project Summary
A new comms campaign for Courvoisier XO Royal, a cognac of the most prestigious standing – indeed, XO Royal was inspired by a blend once commissioned for a King –Edward VII, no less. Our brief was to create an engaging and modern platform to tell this story to modern luxury consumer, both in China and globally.

We needed to convince consumers to trade up within the Prestige range (XO Royal is significantly higher-priced than XO). To achieve this, more depth and storytelling were required than what was currently the case.

Inspired by Courvoisier masterbrand’s idea: the French ‘Joie de Vivre’, we created a highly enticing and celebratory campaign…We invited consumers to “Live with Majesty”, following in the footsteps of King Edward VII who would travel around Europe hosting Royal Soirees, banquets and celebrations.
The concept also tapped into Courvoisier’s heritage, being Napoleon’s favourite cognac, this would have certainly been a liquid worthy of his courts.

Industry Context
Courvoisier approached us after a full brand repositioning. The brand was resolutely aiming to target a new luxury consumer – younger, mixed gender and more leisure-focused, and had updated its brand DNA and House style to appeal to this new audience.
The French idea of ‘Joie de Vivre’ became the brand’s new positioning – offering a lighter,
brighter, and more sociable choice in a world of cognac that was still stuck in ill-lit cellars and pompous old men’s hands. It signified a desire to disrupt the category and play a role in modern luxury across the globe – and, especially and crucially for XO Royal, in China. Courvoisier understood modern luxury consumers in China were increasingly sophisticated, seeking unique, high-quality experiences and products that reflect their personal identity and status.

The Challenge
Courvoisier’s repositioning and redesign set the brand on an exciting path. New guidelines were released, honing in on the French ‘Joie de Vivre’ to recruit new luxury consumers.

The success of this new brand world was, however, struggling to translate for XO Royal. Guidelines defined how the Prestige collection would be brought to life, but didn’t lay out what this meant for each of the brands in the Collection – and XO Royal was struggling to convey it’s value with consumers struggling to rationalise it’s significantly higher price point vs. the XO.

The Strategy
We needed to hero the blend’s unique story. The XO Royal blend was inherently linked to and inspired by King Edward VII, a keen Courvoisier drinker who commissioned his own royal blend and travelled with his across Europe, gracing the royal tables he’d visit with it. A bon vivant who always carried Joie de Vivre…

Thus our big idea was born, “Live with Majesty”, inviting luxury Chinese consumers back to those majestic celebrations, but in a way that is fresh, rich and thrilling. We moved from royal heritage to royal living – royal, but within reach.

‘Majesty’ was chosen as our key message for its double meaning: majesty as the pinnacle of royal presence, and majesty as an immense, impressive beauty. It became a flexible tagline that could adapt to different occasions. ‘Gift With Majesty’, ‘Serve With Majesty’ and ‘Host With Majesty’ each targeted a specific period of the year and gave us its own creative challenge.

Creative
We created a series of images that depicted a modern interpretation of the Belle Epoque’s royal court tables, inspired by renaissance paintings, transporting Edward VII’s world into modern day.

Banquet’s were laid in outdoor settings reminiscent of Courvoisier’s Jarnac. A glass-top table reflected the region’s mesmerising sky from day to night and hinted at the infamous river Charente. The table tops adorned with delicate flowers, delightful chef-made desserts, and magnificent glassware. Discoverable details were peppered throughout the scene to add intrigue. Enticing fruits and desserts matched the liquid’s tasting notes and Napoleon’s iconic bee, an asset synonymous with the brand can be found within each scene. The breath-taking centrepiece of the table was, of course, the bottle itself, captured in a series of static adverts and short videos.

Result
The Live With Majesty campaign achieves its two objectives: it bolsters the brand’s presence and expansion in China and captivates luxury consumers worldwide. By spotlighting the cognac’s rich heritage and royal narrative, we’ve not only elevated awareness, but also ignited a renewed appreciation for its unparalleled story.