Great Experiential Marketing: Veuve Clicquot’s post office party
Champagne brand Veuve Clicquot celebrated its new mailbox-shaped metal cooler sleeve ‘the Clicquot Mail’ in style with a quirky experiential launch party.
As a nod to the new sleeve’s mailbox design, which can keep a bottle cool for as many as two hours, Veuve Clicquot transformed an empty studio in New York into a post-office, with intricate and tongue-in-check references to mail, letters and postmen.
A bank of postal pigeon holes was set up across one wall where guests could help themselves to mini sandwiches and desserts. And just opposite was a post office counter where guests could have their champagne flutes topped up.
In line with the mail theme, guests could also send a bottle of Veuve Clicquot Yellow Label to a friend simply by filling out postcards and depositing them at the specially created booths.
The mail accents were not limited to décor only; we particularly love that a selection of the mailmen dressed waiters acted as on-site messengers, delivering personalised note cards from one guest to another from their branded mail bags – basically old school texting! And emblazoned across many of the collateral and touches was #CLICQUOTMAIL for social sharing.
The experiential marketing event, which boasted a champagne truck parked up on the entrance, also marked the start of the brand’s truck tour. The tour will see Veuve Clicquot serving up Yellow Label to champagne lovers from a wagon throughout the US.
Branded truck tours are a nice way of getting people talking about your brand; they essentially serve as a moving billboard, so potential reach is vast. Did you see New Orleans Tourism’s sensory food truck that we were talking about last week?
With nearly 30 years of marketing experience, both client and agency side, I’ve acquired a rare perspective on brands and business: I believe you have to challenge things creatively if you want to grow sales. Consumer technology is reshaping our world, and it’s only the great brands that stay on the crest.