ABOUT

The original brief was set in 2012 to create a BTL campaign for Chandon Brut to establish itself in the NYC area during the summer months…the peak time for sparkling wine consumption. This was to be executed through a Limited Edition pack design, bespoke visual merchandising and point of sale materials for events and the on trade. This campaign was so successful we have been repeating the platform every year since, each year with a new but recognisable interpretation.

Our BTL campaign was called Hampton’s 4th July, we had set the design equity of the campaign with the distinct Hampton’s aesthetic of red, white and blue in a striped American flag theme. This particular design used the concept of fashion to inspire the blue and white overlapping stripes set off with a red neck collar. A major consideration in the design is its ‘instagramable’ appeal, it must feel like an accessory to the consumer, something they must be seen with and photographed with. The now global success of the campaign required the American team to raise the standards and this is the first year we have created both a Brut and Rose design.

We chose to continue the execution using shrink sleeve, as this was the most commercially viable option for these limited edition packs. The challenge was to achieve the most matt opaque white finish we could, working with the supplier we managed to specify a thicker grade of substrate. With the striped design it took a great deal of ingenuity to ensure the stripes maintained their fashioned pattern during shrinkage, this required multiple testing. Our next challenge was to retain the quality feel of this premium brand, we decided to achieve this through the use of a textured paper label featuring foils and embossing rather than simulate the label through directly printing on the shrink sleeve.

The US market is heavily reliant on shippers for display, we designed the shippers for both the Brut and Rose to further amplify this impactful design and to work in harmony with each other. The shipper designs also carried a call to action through social media engagement, very important for our US millennial consumer.

The campaign as a whole has been a major influence on the brand identifying its positioning and target consumer. Chandon is not a ‘me too’ Champagne, it uses the same champagne production technique or Methode Traditionnelle but is not shackled by the formality and seriousness of Champagne category. It is far more casual, fun and spontaneous in a very chic, youthful and American way.

"We initially worked with ButterflyCannon on a limited edition initiative for our sparkling wine brand Chandon which went on to become the brand’s most successful campaign ever. I was hugely impressed with their ability to really understand our brand and the design solutions they put forward perfectly suited the occasion and our target consumer. The first edition launch sold out in 4 weeks, has attracted global attention and is now a yearly activity. So, several successful designs, and a Moet Hennessy Innovation Award later we consider ButterflyCannon to be a trusted extension of our brand team." Morgan Robbat, Brand Director, Chandon, LVMH