Defining American Luxury.
Moët Nectar Imperial Rosé sought to become the beverage of choice for a multicultural crowd across on-premise and at-home consumption opportunities.
As the marque grew to prominence and towards a more mainstream brand positioning,
goals shifted year-to-year.
Team Epiphany gleaned expert insights to activate against the brand’s target of aspirational, multicultural men and women throughout three years of Moët Rosé Lounge activations.
Celebrity is not a strategy.
Visibility and prestige are integral to the success of an experiential program. Leveraging celebrity and their moments of celebration as a tactic gave Moët Rosé Lounge the exposure it needed without leaning too heavily on endorsers and performers. Careful selection of personalities amplified Moët Nectar Imperial Rosé’s core messaging rather than dictating it.
A crowded marketplace requires a flexible brand strategy tethered to a clear core proposition. Moët Rosé Lounge aimed higher each year—slowing competitive encroachment and delivering an increasingly premium brand promise as the flagship aspirational champagne for our target.
To the nines.
Putting a premium on being “best dressed” is intrinsic to our consumer set as well as the celebrity tastemakers that influence them. This translated across all platforms and media—from hyper-premium assets on social channels to black tie dress codes at events requiring both performers and guests alike to don their formalwear and celebrate in style.
Based on our insights,
Möet Rosé lounge sought to:
Be an immersive re-introduction to gin contextualized as sophisticated and cool. This had to include both London Dry and Tanqueray Ten.
Bring access to the contemporary designer brands they love but might not be able to purchase locally.
Leverage celebrity and influencer followings and visibility to garner press impressions and eyes on social.
Capitalize on celebrity host’s milestones and celebratory moments (album releases, birthdays, engagements, etc.)
Create original content for Moët Nectar Imperial Rosé Instagram page.
The Moët Rosé Lounge kicked off in 2011 with a club-centric series of activations that elevated nightlife into a penthouse space, and continued to expand in both scale and reach with each passing year.
A new spin on the classic “champagne brunch” debuted in 2012—bringing an elegant South of France essence to a series of intimate celebrations.
In 2013, a black tie dress code was implemented while expanding to more markets than ever – doubling down on a premium interpretation of contemporary luxury.
Key markets included New York, Los Angeles, Washington DC, Chicago, Atlanta, Miami and Houston.
Celebrity hosts and performers included Ciara, Future, Big Sean, 2 Chainz, Wale, Fabolous, Nas, G.O.O.D. Music, T.I., Common, Trey Songz and Keri Hilson.
The Moet Rose Lounge’s social postings, press hits, and celebrity and influencer partnerships commanded an astounding 1 Billion+ impressions over the course of its three-year run.
Press impressions grew by nearly 50% from the first year, reaching a fever pitch in 2013 with 500MM impressions.
The Ciara event in Houston, alone, garnered over 290MM impressions—as the timing aligned with both her birthday and her engagement—exceeding KPIs for the entire program in a single event.
Team Epiphany launched the Moet Nectar Imperial Rose Instagram handle in spring of 2013 and experienced significant growth over the course of the 2013 Moet Nectar Rose Lounge—including a 41% growth after the Miami event alone—incorporating exclusive celebrity photographs from the events as well as sought after product shots from guest influencer-photographers including Swopes, Trash Hand and William Yan.
The Bottom Line:
Team Epiphany helped Moët Nectar Imperial Rosé redefine American luxury for the target demographic —putting product directly into their hands, aligning with their favorite celebrities and tastemakers and
vastly expanding the occasion and circumstance under which the product is consumed.
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