The redemption rates exceeded the target by 37%, with 6.86% redemptions outside of the traditional cognac sales peak, which indicated initial de-seasonalisation was achieved.

VSOP accounted for 60% of all redemptions, which meant that the trade-up and educational objectives were met.

Initial brand metrics indicate unprompted brand awareness of COV has increased by 21% amongst the target audience. Recipients were significantly more likely to perceive Courvoisier as a luxury brand, and understand that it can be enjoyed straight or as a mixer. As part of a TTL campaign it contributed to achieving Courvoisier highest-ever market share of 44.3% (Source: ACNielsen12/05).