UK: Piper-Heidsieck gets advertising makeover
Maxxium is set to launch an advertising campaign for Piper-Heidsieck Champagne in the UK.
The promotional push for the Remy Cointreau brand will start next month, the distributor said yesterday (14 November), and will extend from national press and weekend supplements to style magazines in the country.
The campaign will have a theme Maxxium calls 'Ongoing Extravaganza', that reflects the brand's heritage and the awards it has won. Titles included in the campaign, which marks Piper Heidsieck's first new UK campaign in three years, range from The Sunday Times to men's magazine GQ.
"This is the first time that we will launch an advertising campaign for Piper-Heidsieck to promote our major trophies," said Barbara Annis, marketing manager for Piper-Heidsieck Champagne at Maxxium UK. "Our overall marketing programme will reflect the award-winning quality and bold style which is so distinct to the brand, and ensure that consumers see Piper-Heidsieck as a first choice in the crucial run-up to seasonal celebrations."
Backing the campaign will be the introduction of a range of accessories designed by Jaime Hayon, known for his "distinctive furniture and accolades from Elle Deco and Wallpaper magazines", Maxxium noted. Included in the range will be red Champagne ice coolers and ice buckets.
Finally, a gift box for the Piper-Heidsieck Brut NV will be available in the off-trade for Christmas. The extension coincides with a fresh listing for Piper-Heidsieck Rosé Sauvage NV in the Waitrose supermarket chain.
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