The brief for Katlist involved multiple facets. Firstly, the team had to identify a collaboration partner for Courvoisier that captured the essence of joie de vivre. The team engaged with contemporary designer Daniel W. Fletcher at a crucial moment in his brand's growth. Secondly, the team was tasked with amplifying the collaboration and exclusive bottle release within London's fashion, art, and cognac circles through a curated social media strategy and a high-profile influencer gifting campaign. The goal was to generate excitement around the collaboration, increase brand visibility and awareness, and reach a wider audience. The team had to deliver an elevated, premium experience that resonated well with the target audience and reinforced Courvoisier's position as a leader in the luxury cognac market.
The challenge for promoting Courvoisier x Daniel W. Fletcher was to break away from the traditional view of cognac as serious and exclusive, and instead engage with a progressive and imaginative audience willing to reinvent their expectations of the drink. By leveraging their exceptional relationships within London's fashion and culture scene and applying strategic thinking to their social content strategy, Katlist was able to generate engagement at all milestones of the collaboration and realign Courvoisier to the new codes of aspirational modern luxury. The goal was to increase consumption and relevance of the brand by promoting a fresh perspective on cognac that resonated with a wider audience.
Throughout the Courvoisier x Daniel W. Fletcher collaboration, Katlist effectively managed the relationship between the two brands, ensuring mutual alignment. The collaboration was first revealed during Daniel W. Fletcher's return show at London Fashion Week, where Katlist served Courvoisier cocktails. The team then implemented a creative social strategy, utilizing both organic and paid channels to effectively tell the story of the collaboration to a targeted luxury audience. To build hype for the highly anticipated hand-painted bottle, Katlist designed, produced, and seeded 100 gift boxes to key promoters in the luxury fashion space. This generated significant social visibility and resulted in each release of the bottle selling out in under two hours. Finally, the collaboration culminated in a dedicated Atelier Courvoisier event in London's Soho, where the team hosted a guest list of prestigious names in fashion and art and engaged them in VIP creative workshops. Overall, the collaboration successfully celebrated the new era of Courvoisier cognac and generated widespread brand awareness.