Very seldom have I come across a marketing campaign that blew me away the way this one did. ONLY #IFWECARE is not only genius, creative and unique in its approach, but it also addresses a real life threat to all humanity.
I’m sure you must be dying to know more about it! You will have to be patient and know that all good things come to those who wait, just like a good LOUIS XIII Cognac.
If you like me are not a connoisseur, here is a quick fact. Cognac is a blend of up to 1,200 grapes eaux-de-vie, sourced 100% from Grande Champagne, the first cru of the Cognac region.
Did you know that each decanter (numbered and designed after an original 16th century metal flask made from fine crystal for generations, mouth-blown by some of the most skilled master craftsmen) is the life achievement of generations of Cellar Masters, who never get to experience the fruit of their own labor?
Basically, each generation of Cellar Master sets aside Louis XIII’s finest eaux‐de‐vie, as a legacy to his successors who will continue to blend LOUIS XIII for the next century.
Can you imagine pouring your heart and soul into a project and never getting to see the final product? I don’t think I can. This is a true testament to the Cellar Masters’ passion, love and dedication to their craft, to Louis XIII and detachment from the ego.
Hint: remember this part for later
Global Communication Director Caroline Sarrot Lecarpentier
I got to sit with Global Communication Director Caroline Sarrot Lecarpentier during Louis XIII press event in Zürich and had a quick chat. To me she embodies the classic Parisian woman – modern, elegant, smart with wit. You can tell she loves her job but more importantly has a passion for Louis XIII Cognac which she knows inside out.
What is Louis XIII’s DNA?
First big thing to understand about Louis XIII is the importance of time. Time is of essence. Nothing happens with the snap of a finger. We think a lot, we observe, we challenge and analyze.
Years ago, we had to go to different establishments in the market and sell them our Cognac. Today, the roles have switched and those top houses come to us because they want to solidify their menu and offerings by presenting our time-tested, unique family treasure.
What are you working on currently?
We just proposed a pretty surprising idea to our clients in the UK, Dubai and Miami called “The libraries”. Imagine arriving to a hotel or a restaurant, and upon entering the bar you notice a wall with nine cabinets. They each come with a carafe of Louis XIII and two glasses. Your name is on the door and only you have the key. You come in the evening with friends, get your key, your two glasses (engraved with your name) and of course your bottle of Cognac. This is not just a bottle, it’s YOUR bottle with YOUR name on it. It’s very personal and adds not only style to the establishment but also a new service.
These are bespoke experiences created with our clients for our clients.
Describe your Cognac for me. Who is she/he?
I’ll do better than that. I’ll ask you to describe it to me. I’ve prepared a glass for you! Don’t drink it. Smell it.
Let me tell you one thing first, many women say that Cognac is not for them because it’s too strong but I think differently.
Now smell it again. What does it evoke to you?
Me: it’s gentle, soft, almost feminine.
Caroline: I smell coffee, caramel, vanilla. I can also smell candied fruits.
The first drop will feel very powerful. But remember that each drop is the result of many masters’ lives who will never see the result of their work. You will soon see that the taste is powerful but also very light, and there is where lies the paradox.
Take a micro drop, just to prepare the palate. Wakes you up, no? Let’s take another one. Smell it as you drink it. Now it should feel much softer. With time, you’ll start tasting different aromas, symbolic of the different masters’ touch over so many generations.
#ifwecare? Tell me about this campaign!
This campaign, which is probably the craziest ever created has been talked about everywhere, getting tons of accolades and prizes. No one had ever done anything like this before. We are in a digital world which values immediacy and instant gratification (“I want, I get.”) and here for the first time ever, we promote “Delayed Gratification!” You have to wait …. for 100 years!!
We chose climate change as our topic because Cognac is 100% dependent on the weather. If we don’t have grapes, we can’t make Cognac, as simple as that. And if we don’t take good care of our vineyard today, in the next 30, 40 or 50 years, we’ll have grapes of bad quality and no more Louis XIII.
We wanted to work with Pharrell Williams on this project because we wanted to appeal to a different type of demographic. Music has no boundaries and touches everyone. We recorded the song on a special CD made out of clay from Cognac, locked in a safe. The only way to guarantee this original piece of music will be heard again in 2117, one century from now, is if we address the consequences of global warming – if we do not change our way of living, future generations will never be able to hear this song.
“I love the fact that LOUIS XIII thinks a century ahead”, said Pharrell Williams. “We should all do the same for the planet. We have a common interest in preserving nature for the future. Each bottle is the life achievement of generations of men and women. It’s all about legacy and transmission.”
OUT IN NOV 2117, ONLY IF WE CARE
How do we know it’s for real if no one can hear the song for 100 years?
“100 Years” premiered during a private listening party in Shanghai, where Pharrell presented the song one time only. The one hundred lucky guests in attendance were not allowed to record the once-in-a-lifetime experience, so the song remains a secret for the next century. If you were there, you could say you heard it!
In the meantime, unless we live another 100 years given that we’re not under water by then, we can at least appreciate a small glimpse of the campaign.
https://www.youtube.com/watch?v=UIqCFKweCWc&feature=youtu.be
BEHIND THE SCENES
*Please Drink Responsibly*
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