PIPER-HEIDSIECK & CHRISTIAN LOUBOUTIN by BETC for Piper-heidsieck

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PIPER-HEIDSIECK & CHRISTIAN LOUBOUTIN

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Industry Wine & Champagne
Media Design & Branding
Market France
Agency BETC
Released October 2009

Credits & Description

Category: Alcoholic Drinks
Advertiser: PIPER-HEIDSIECK
Product/Service: LE RITUEL CHAMPAGNE BY CHRISTIAN LOUBOUTIN
Agency: BETC DESIGN
Date of First Appearance: Oct 1 2009 12:00AM
Entrant Company: BETC DESIGN , Paris, FRANCE
Managing Director: Cristophe Pradere (BETC Design)
Senior Creative Manager: Sebastien Leridon (BETC Design)
Senior Creative Manager: Aurelia Jacques (BETC Design)
Design Manager: Juliette Damoisel (BETC Design)
Design Manager: Celine Benhamou (BETC Design)
Media placement: LIMITED EDITION - RETAILERS - 1 OCTOBER 2009

Describe the challenges and key objectives
We wanted to emphasise Piper-Heidsieck experience as luxurious, audacious and modern. The choice of Christian Louboutin to reinvent an ancestral ritual was obvious since the idea was to associate champagne and womens stilettos through an irreverent ritual as the ultimate proof of the extravaganza concept. Then, specifically for this project we guide and follow up the creation globally, even developing a specific packaging and merchandising solution.

Describe the brief from the client
The first stage of our assignement was to elaborate with the advertising team a brand platform, which defines the Piper-Heidsieck brand territory around the concept of 'Extravaganza'. Then as design manager and global art director we elaborate a series of actions to feed this concept and activate it through experiancial events : new champagne bucket, new VIP room, new headquarter, new Christmas gift. The creative collaboration we elaborated with Christian Louboutin has been the ultimate step of this creative strategy.

Describe how you arrived at the final design
Christian Louboutin appeared as the outstanding designer to dedicate an universe to the 18th Century tradition of champagne-drinking through a woman stiletto. It was all the more the right choice since they both share common values, in their color trademark (red) and in their luxurious and audacious values. Through these common points of shared values, we tried to bound all this together in a new surprising experience.

Give some indication of how successful the outcome was in the market
The 3000-pieces limited edition reached the market on October 2009 and has been sold out very quickly, showing again the customers' awareness in these kind of exclusive items.