NEWS: Courvoisier aims to adopt a more versatile image

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.

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,

versatile drink.



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’

image.



Allied Domecq’s PR and sponsorship manager Mich¬Ěle 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

said.



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