Maxxium pushes Courvoisier with ad campaign

03 October, 2013

Maxxxium UK is launching a print ad campaign for Courvoisier that will bring a campaign called Here’s to Now to the pages of the Sunday Times, Short List and the London Evening Standard.

Photographer Jillian Lochner has shot a series of pictures of people enjoying cognac and they will run with straplines such as: “What better time than now?”

Some of Lochner’s pictures will feature on POS at multiple grocers, specialist retailers and the cash-and-carry division.

Maxxium UK’s marketing controller for luxury brands Chris Anderson said: “Here’s to Now is revolutionary in that it takes a 200-year-old brand and makes it relevant for today’s consumers, urging them to embrace life’s spontaneous moments with Courvoisier whenever and wherever the mood strikes.

“Here’s to Now is a multi-media campaign with on- and off-trade support that will drive sales of Courvoisier and inspire consumers, old and new, to reach for the brand.”




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Richard Hemming MW: beware inverse snobbery

Few things can bring communal pleasure so intimately as wine. Apart from a hot tub, perhaps. Sport can trigger mass jubilation, film gives us shared empathy, but wine has a nigh-unique ability to bestow conviviality among us through a shared bottle – which makes it especially galling that we spend so much time divided over it.

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