This program won CPRS Gold for Best Use of Influencers/Social Media
Courvoisier is a luxury cognac that has earned its reputation through dedication, quality, personal evolution, and community. The brand is proud of its production process – a collective community-based effort, from vine growers to distillers who have assembled a close-knit community of artisans, each playing an essential role in making Courvoisier the ‘Most Awarded Cognac House.’
PRAXIS was tasked with using Courvoisier’s core values of community, sophistication, and success to promote it as a leading Cognac in Canada and to establish the brand as a key driver in advancing Canadian urban culture and community. At the same time, the strategy had to drive consideration and sales for the brand’s VS expression.
PRAXIS partnered with DJ, writer and event curator Josephine Cruz; emerging recording artist Clerel; podcast host and comedian Marlon Palmer, and Warner Music’s Urban Marketing manager and former Flow 93.5 host Alicia “Ace” West to develop a multi-platform/channel branded content series. The content featured unique personal narratives of the partners’ success stories intertwined with Courvoisier’s Most Awarded Cognac House messaging.