Deerfield, Ill. - October 15, 2007 - Beam Global Spirits & Wine, Inc. [Fortune Brands, Inc. (NYSE:FO)], a global leader in premium spirits and wine, and Courvoisier Cognac, one of the world's leading cognac brands, today announced the launch of "Find Greatness Within," the brand's first advertising and positioning campaign since 2005. The newly launched Courvoisier Exclusif and Courvoisier VSOP are the two featured marques of the campaign which hit trade and consumer publications beginning in October and November respectively. In addition to the marques, the campaign will feature Jermaine "JD" Dupri, renowned producer and founder of So-So Def Records. The campaign launch will be supported by print and online advertising, point-of-sale items, and exciting launch events.
The genesis of "Find Greatness Within" is rooted in the time-honored traditions, craftsmanship, exclusive ingredients, and patient passion representing the layers of complexity which make Courvoisier an iconic brand. To bring this to life, Courvoisier has joined forces with music mogul Jermaine Dupri, who in parallel is an accomplished figure because of his talent, passion, and tenacity, all of which have made him a successful and revered icon. The synergy of Courvoisier and the "self-made man" inspires consumers to self-reflect and "Find Greatness Within" while experiencing Courvoisier.
The new consumer print execution features Jermaine Dupri posing with a snifter of Courvoisier VSOP. All the "layers" critical to his success and greatness form a crest-like banner around him and are depicted in the ad including records, his drum set, music clefs, the skyline of Atlanta - Dupri's hometown, and basketballs, as he is a passionate basketball fan. The sidebar reads, "Jermaine Dupri. Artist, Music Mogul, Basketball Fanatic." "Find Greatness Within" is shrouded with the crest and a bottle of Courvoisier VSOP resting on the edge, and the tagline declares "Layers of subtlety and taste, developed over time. Enjoy Responsibly."
"As a respected leader in the cognac category, Courvoisier is excited to partner with Jermaine, an acclaimed figure who is the ultimate trendsetter, cultural icon and savvy entrepreneur," said Chris Mahoney, senior brand director, Courvoisier Cognac. "Find Greatness Within is an inspiring campaign that truly challenges our core consumer to discover their passion points while enjoying Courvoisier," continued Mahoney. "With the growth of the category, particularly in the higher VSOP and XO sub-segments, the essence of this campaign allows us to be more relevant to our consumers in a well-established and competitive category."
Additional executions for Courvoisier VSOP and Courvoisier Exclusif depict elegant bottle shots with the signature "Find Greatness Within" crest. The Jermaine Dupri execution will be officially unveiled to media at a private reception hosted by Dupri at Antica Posta in Atlanta, Georgia on October 11.
The "Find Greatness Within" campaign is a mix of online, print, and out of home placements. Courvoisier is partnering with key publisher sites to create custom branded entertainment programs with select websites including Billboard.com, Vh1.com, and Complex.com. Consumer print advertisements will run in Giant, GQ, VIBE, Complex, and Cigar Aficionado beginning November 2007, and advertising in spirits trade publications will begin in October.
As part of "Find Greatness Within," Courvoisier has developed an extensive program with The Palms Las Vegas, including in-bar media throughout all company bars, restaurants, and casinos, as well as in-room advertising on Palms Vision. A variety of on- and off-premise point of sale items are available including violators, case cards, murals, posters, recipe cards, lock boxes, and back bar glorifiers.
Burrell Communications, a member of the Publicis Network, partnered with the Publicis Dialog London team to lead creative thinking and design for all advertising, POS, and sales tools. New York based Zenithmedia along with sister agency Moxie Interactive out of Atlanta, coordinated all online, print, radio, and out of home media buys.
The cognac category has seen a resurgence in recent years, due in part to the return of the classic cocktail and the premiumization trend in the spirits industry. In 2006, cognac consumption had grown by 6 percent in the United States, and the VSOP and XO sub-categories experienced the most noteworthy growth. (Source: The IWSR). In its core markets, Courvoisier has benefited from this trend with a 5.3 percent year-to-date increase in its VSOP and XO marques, with Southern California experiencing the most growth at 34.6 percent.