Brief

Courvoisier

While Hennessy had made cognac popular, Courvoisier was still considered an old man's drink.

Our brief was to appeal to the younger hip-hop customer and create transactional value in the brand, beyond the cognac itself.

Culture
Courvoisier was appointed supplier to Napoleon's court in 1869; his image has been the brand's trademark ever since.

While Napoleon is well known for being a military genius, most people don't know that he was also a 'fashionista' who designed his own iconic clothes and implemented plans to make France a leader of high-end fashion; specifically, he reinstated flamboyant fabrics and designs as an obligatory symbol of aristocracy.

We made the connection that hip-hop culture appropriates and subverts 'old money' values as a symbol of success just like Napoleon did. This connection inspired the creative strategy.

'Dynamic creativity, modern understanding of brands, exciting and groundbreaking ideas. The Joneses are true partners that are a pleasure to work with.'

Sandy Mayo, Global Marketing Director, Courvoisier and currently Penfolds Wine.