Dom Perignon was initiated in 2008 the association of a muse as marketing strategy Champagne houses. Eva Herzigova she had chosen to promote Champagne Rosé Vintage 1996. Karl Lagerfeld was the staging of this shoot posted on the Internet to create buzz, a real key to viral marketing.
This year, Scarlett Johanson is promoted to ambassador Moet & Chandon Champagne Sparnacien famous house. The advertising campaign is directed by the acclaimed duo of fashion photographers Mert & Marcus.
Moet & Chandon launches into this new marketing strategy with conventional broadcast channels (display, print and Internet) previously associated with the universe of Haute - (Couture, Perfume, Jewelry). In this respect it is interesting to note that the Champagne houses in question, Dom Perignon and Moet & Chandon, both owned by LVMH, one of the largest in the world of luxury. Not surprisingly, they have adopted this strategy. It is not clear, however, that this communication strategy is resumed by other houses, except may be Veuve Clicquot, Mercier, Ruinart and Krug also owned group LVMH. For in these two campaigns is detected claw LVMH luxury group, which derives its main income from the sale fashion and leather goods, nearly 2 billion in 2008. This strategy is part of a promotional product, knowing that in 2008 sales of Champagne Group fell nearly 8%.
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