Live with Majesty
CLIENT
Courvoisier
TYPE OF CLIENT
Cognac
SERVICES
Campaign & Art Direction
THE CHALLENGE
Following Courvoisier’s repositioning around Joie de Vivre, the brand sought to attract a new generation of luxury consumers. While the new world worked for the masterbrand, XO Royal, the most prestigious expression in the range, lacked a clear story to justify its significantly higher price point, particularly in China.
THE BIG IDEA
Inspired by the blend once commissioned for King Edward VII, we created the platform Live With Majesty.
Rather than simply referencing royal heritage, the campaign reimagines royal living for a modern luxury audience, inviting consumers to celebrate with the same spirit of grandeur and enjoyment.
THE WORLD
The campaign imagery reinterprets Belle Époque court banquets through a contemporary lens. Tables inspired by Courvoisier’s home in Jarnac are laid with florals, glassware and desserts reflecting the richness of the blend. Subtle details, including Napoleon’s iconic bee, are woven throughout the scenes, with the XO Royal bottle at the centre of every celebration.
Make your brand Boundless™
Get in touch at hello@theboundless.co.uk