Lvmh: Ice Impérial - Moët & Chandon, 5

Credits & Description:

Agency: LOVE
Client: LVMH
For Summer 2015, LOVE was briefed to develop a new experience to delight both consumers and the trade for Moët & Chandon Ice Impérial, the first and only champagne especially created to be enjoyed over ice.
LOVE recognised the need to overcome the summer season’s parade of copycat brand behaviour, which results in pedestrian and predictable communications. Instead Moët & Chandon Ice Impérial needed to be more daring, playful and reinforce the USP of the product... ICE.
In this case the creative solution was right in front of us. Whilst staring at a row Ice Impérial bottles there was a realization that they looked like penguins, who are of course, ice experts. The Moët Penguin was immediately sketched out, taking cues from the black and white bottle design, to provide an unexpected platform for us to develop refreshing, fun, off beat and distinctive communication at key accounts and in retail.
People love penguins and the Moët ones proved no exception, providing perfect shareable (and lovable) #moetmoment(s). From being the star attraction at the launch event held at London’s Madison bar, the Moët Penguins then went on a tour of British Summer events including Queens and the Henley Regatta where consumers were able to get up close to the surprise visitors. They were also the centrepiece of premium window displays in Selfridges London and Manchester, plus featured in key on-trade accounts.
This work perfectly showcases how luxury brands can combine playfulness with premiumness to create memorable, shareable experiences that gets a brand talked about by consumer and trade alike.