Clients

Moët & Chandon

Defining the global brand strategy and new concepts “In the Night“ segment

Situation

We started working with Moët & Chandon when they had just developed a new idea of brand communication around the concept of a cinema platform: “Moët being the champagne of choice of movie stars and the reference for celebration in cinema“. The challenges included further development of brand leadership with the “In the Night“ segment and bringing the new brand promise to life.

Tasks

There were two main tasks and objectives in the creation of a new Moët & Chandon brand strategy. The first was to grow business by encouraging younger audiences to engage with the brand. And the second was to create a link between Moët & Chandon and a newly developed cinema concept.

Actions

We undertook an overall brand audit enabling us to define a new paradigm with a vision for the future. We looked into mood states to broaden Moët & Chandon development of the “In the Night“ segment. One key stage was to deconstruct the client experience into specific touch points, which helped generating concrete business ideas. Finally, we used the reconstruction method to define the actual consumer journey and the “In the Night“ experience.

Results

Lighthouse defined new brand strategy with a consumer centric approach revolving around key experiential concepts with the idea of combining a prominent consumer experience with that of the cinema platform, reinforcing the leading position as number one champagne in the world with over 30m bottles today. New concepts were rolled out throughout the world multiplying occasions and venues to drink champagne at various times of the day, leading to incremental sales.

Insights

Market dynamics
Customer understanding
Competitive analysis
Brand audit
Best practices

Strategy

Brand fundamentals
Positioning options
Leading concept
Implications & gaps

Implementation

Brand book & guidelines
Marketing strategies
Activation platforms
Communication strategies
Client journey & touchpoints

Monitoring

KPIs definition
Client experience measurement
Learnings & insights

#competitiveanalysis
#brandstrategy
#brandequity
#marketingstrategy
#clientjourney
#conceptdefinition
#globalbranding
#clientjourney
#activationplatform
#wine&spirits
#luxurymarketing

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