PR: Dom Pérignon
Introduce the 2008 Vintage of Dom Pérignon to the press and wine critics.
Norway being a dark market with strict limits on marketing of alcoholic beverages, we needed to rely on earned media.
Focusing on the much anticipated vintage of 2008 and the scarcity and mysticism of the Dom Pérignon bottles entering the market, we engaged journalists with a serious interest in fine wine. Our main targets were financial papers, wine critics and nationwide newspapers.
The campaign resulted in 18 million impressions, 5+ million NOK in PR value across 44 press clips. Within ten minutes of the first sales day, Dom Pérignon's "Vintage 2008 Chef de Cave Legacy Edition" was sold out. The sales lasted well into 2019 selling out the regular Vintage 2008, Magnum and P2.