Client: Courvoisier
Agency: Walton Isaacson
Role: Creative Director
Courvoisier hadn’t been cool since Busta Rhymes passed it in 2001, so our task was to create an experience that reintroduced the brand to a millennial audience in an engaging way.
Concept & Experience
The Courvoisiology Lab was a multi-sensory, interactive experience that allowed guests to enjoy the spirit through the senses - taste, touch, smell and sound. Upon entering the venue guests experienced the new cognac blends via scented fog, and could sip at 3 Courvoisiology tasting stations for each variant (C by Courvoisier, Courvoisier Rose & Courvoisier Gold). They were also treated to Courvoisier-infused hors d’oeuvres crafted by Bravo’s celebrity Chef Roblé.
Consumers were invited to make their mark on a digital graffiti wall, and shared their photos to an interactive photo wall using the #CVology hashtag that allowed the brand to gather data and create a social media presence. The event was also promoted and streamed live on Complex.com via a media partnership with Complex magazine, extending the reach beyond our guests.
Results
The lab garnered a total of 250M impressions and helped reintroduce the brand to a new consumer within the cognac category.