The campaign – which translates as enchanting life – is designed to celebrate “the mystery and the magic of Champagne”, “enchant precious moments” and reveal “the beauty of the here and now”.
Nicolas Feuillatte is a relatively young Champagne House but has become the third largest brand in the world and now has the top two firmly in its sights.
The UK campaign is designed to drive long-term growth and will include online and print advertising, along with a digital campaign targeting social media users and a relaunched magazine dedicated to the brand.
Nicolas Feuillatte will also build a new headquarters and a discovery centre for the general public, which will be inaugurated in the Champagne region in 2017.
It wants to “consolidate its position as Champagne brand for emotional luxury” and break down boundaries that occur when consumers are intimidated by the category.
The new international marketing campaign is designed to “let the spectator to get caught up in the visual, to decipher its components and relate it to his or her own history to give it meaning” so that their lives are enchanted by Champagne.
Managing director Julie Campos said: “We want this campaign to let the consumer’s imagination unfold so that he or she tells his or her own story originating from the mysterious scene shown in the ad. The presence of the product is merely suggested. We want to offer a contemporary vision of tasting Champagne, where the sensory experience outweighs protocol and appearances.”
Referencing the upcoming digital campaign, she added: “Enchanting life is more than a slogan – it’s a commitment, a mission. Therefore we asked 10 Londoners to tell us their special moments, which we captured on the streets of London through street artists. We wanted to illustrate concretely those moments of our community which we wish to associate with our Champagnes.”
Every story has been rendered as a photo or video to be released on social networks, including Facebook, Instagram and Twitter as the brand bids to create “an original emotional connection with consumers”.