LVMH-owned Veuve Clicquot is inspiring cocktail experimentation through a digital campaign that showcases the multitude of possible pairings for its new Champagne.

Rich, released this summer, was developed by the brand alongside mixologists, creating a cuvee intended to be served on the rocks with ingredients that play up its flavor, such as pineapple or pepper. Since consumers may be hesitant to serve Champagne in an inventive way, having detailed guides, part of which are tips from other consumers, will help to assuage any uncertainties.

 ?Customer photos offer brands an authentic and powerful way to see how customers naturally interact with the products they buy,? said Juliet Carnoy, marketing manager at Pixlee, San Francisco. ?By highlighting its customers? innovative cocktail experiences, Veuve Cliquot?s #Clicquology campaign not only engages its current customers, but inspires new ones.

 ?Using customer photos as visual endorsements is a great way for CPG brands to drive new product trials, increase brand awareness and improve their overall customer experience,? she said.

Ms. Carnoy is not affiliated with Veuve Clicquot, but agreed to comment as an industry expert.

Veuve Clicquot was unable to comment directly before press deadline.

Perfect pairings

Rich was inspired by the begins of Champagne making, when sugar content in the beverage is higher. A Veuve Clicquot sparkling wine dating back to 1840 discovered at the bottom of the Baltic Sea had 150 grams of sugar.

Veuve Clicquot Cellar Master Dominique Demarville teamed up with mixologists to create a modern version, with a higher sugar content along with a higher proportion of Pinot Meunier grapes, making it also fruitier than other Champagnes from the house.

To introduce Rich and explore its many facets, Veuve Clicquot created a dedicated microsite that houses multimedia content and social feeds. The homepage opens with a slideshow that represents the different ways Rich can be enjoyed, from occasions ranging from a picnic to a bar and ingredients such as grapefruit and tea.

From here, consumers can select an ingredient to bring up related content below. Each ingredient is paired with a specific major city, with links to profiles of a tastemaker based there and a map of where to find the Champagne in that particular locale.

For instance, cucumber features DJ and fashion blogger Camille DG and digital entrepreneur Marcus Troy, both hailing from Montreal. On a map, spots that serve Rich are marked with orange bubbles, which can be clicked for more information.

On a section of the microsite titled ?What is Rich?? consumers can watch a short social video that introduces the Champagne.

Young individuals are shown in fun atmospheres, whether showing off dance moves on the street or picnicking in a park. Each new scene is labeled with the city, giving consumers an understanding of the global appeal of the Champagne.

Showing off the mixology concept, dubbed ?Clicquology,? the film also shows drinks being assembled with the ingredients it has suggested. It ends with the message that it is for ?anytime, anywhere,? and invites consumers to ?express your taste.?

Below on this page, animations show the ingredients placing themselves into glasses.

For more recipes, Veuve Clicquot directs consumers to its gallery on the microsite, where it compiles Instagram posts with the hashtag #Clicquology.

Social calendar

Veuve Clicquot has an active social media presence that encourages social media sharing from its followers.

The brand is sharing a multitude of images with fans on its newly created Tumblr page that will allow the brand to connect with more consumers.

Veuve Clicquot?s Tumblr page features both a user-generated content section and posts created by the brand, both of which are sorted by a number of different hashtags that categorize the many images into groups. Having all of its images in once place will allow Veuve Clicquot to present a unified aesthetic to consumers and more accurately represent the brand (see story).

Fellow LVMH-owned Champagne maker Moët & Chandon highlighted the fruity additions ideal for summer drinks by challenging consumers to play a matching game on summer break.

The ?Summer Break? game asks players to match pears, melons, stars, crowns, letters M and C and the ampersand sign. The playful interaction this game creates between consumers and the brand drives awareness to the summer tastes of Moët Impérial and will likely create repeat interaction with consumers and gaming enthusiasts (see story).

Similarly, Veuve Clicquot?s campaign engages consumers in a fun way around its Champagne to convince them to make it part of their plans in the summer and further.

Final Take

Sarah Jones, staff reporter on Luxury Daily, New York