Craft and Cultural Inspiration
// Elevator pitch: New propositions and packaging designs were needed fast. To align the Courvoisier team around the most lucrative opportunities in the premium spirits space. Sense Worldwide designed a cultural immersion in East London followed by a hackathon with The Sense Network to help articulate and prototype propositions.
// Client need: Cognac was a staid category, declining in popularity while whisky’s share of the market was rocketing. Courvoisier needed buck the trend. Sense Worldwide were briefed to develop a new product to revive the brand (and category), while maintaining high margins and complementing the recent re-brand.
// SWW solution: Sense Worldwide brought cultural inspiration from around London and ran a hackathon. Leading edge creatives and the client team worked together to turn the cultural stimulus into a set of visual and liquid concepts for their innovation team and master blender to develop for execution.
// Added value: Our cultural itinerary created a radical shift in how Courvoisier defined ‘luxury’ – from old opulence to modern craft. They launched the Artisan Edition as a result, an idea which emerged directly from the hackathon, which focusses on the unique craft of cognac and its makers.