Allied Domecq Spirits & Wine is investing in a PR drive to broaden the
popular image of its cognac brand Courvoisier as an after dinner drink.
The Red Consultancy won the four-month contract, worth an estimated
pounds 50,000 in fees, in a two-way pitch.
It is planning to target a core audience of AB and C1 graduate women
aged 25 to 35 in a bid to widen Courvoisier’s appeal as a stylish,
The campaign will focus on promoting serving suggestions and
highlighting the drink’s affordability. Agency director David Fuller
said the aim was to dispel the ‘chimney breasts and wet dog by the fire’
Allied Domecq’s PR and sponsorship manager Michle Pitts said the
campaign - the brand’s biggest to date - marked a ‘radical change’.
‘Courvoisier is one of the most characterful spirits brands, but most
people tend to put it on a pedestal for that special occasion,’ she