Agency: Walton Isaacson
Client: Courvoisier (Beam Suntory)
Role: Creative Director

After years of battling a perception of being an older cognac brand, our team was tasked with creating new energy and launching 3 new variants that appealed to a younger audience.

Creative & Design
Instead of visually emulating the leading spirit brands in the category, we chose the opposite. Our “Be the Exception” campaign was a call to action for our millennial audience to embrace their originality and dare to be different. Visually we chose a brightly colored, artistic design system to set the brand apart, and bold headlines to draw attention to the campaign. The tone was daring and unapologetic, and gave the brand a new attitude.

Media
Billboards and wild postings were placed in key markets around the country, and a partnership with Complex magazine amplified the campaign with print, digital, and a multi-sensory experience called the Courvoisiology Lab that launched their new, unique beverages in a powerful way.

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Credits: Shain Wahlen, Senior Designer