A neckcollar was the only way to cost effectively ensure visibility instore during the busy Christmas period.The creative platform, "Upgrade your dinner party" was developed to reflect our core audience's passion for entertaining and provide an instant rationale to switch at point of purchase.The collaboration with Michel Roux Jr. and his Michelin starred restaurant; "Le Gavroche" provided a relevant headline prize and SLP offering whilst underpinning the luxurious positioning of Courvoisier.Courvoisier VS was dressed with the luxurious neck collar, which also facilitated the inclusion of an educational booklet with a £1 off voucher to drive trade up to VSOP.

The results surpassed all expectations. Overall there was a 28.4% increase in Courvoisier VSOP sales over the promotional period and the VSOP coupon redemptions were equally successful at 7.04% redemptions (and still redeeming) exceeding the objective by 3.04%.Outstanding sales uplifts were also achieved on VS in the participating retailers: Sainsbury's + 23% YOY, Tesco +23% YOY, Waitrose + 178% YOY. In addition, over 9,000 FPD entries exceeded expectations by 300%.