Moët & Chandon is the most popular champagne in New Zealand. In October 2001, the Brut Rosé variant was to be launched in the market. The marketing objective was to generate awareness and stimulate demand for the new product.Internationally, Moët Rosé activity was centred on fashion. Our communication strategy for New Zealand was to use fashion as a foundation but give it more local relevance in order to endear our target to this new product.So as not to dilute our communication, we suspended all Moët ‘motherbrand’ activity, shifting full focus onto the Moët Rosé launch.In addition, a month prior to the scheduled launch, an unexpected challenge arose as a result of the terrorist attacks on September 11th. The far-reaching effects of this event saw an immediate drop in champagne sales as, even in New Zealand, people felt little cause for celebration. The launch of Moët Rosé needed to overcome the nation’s somber mood.

Our final communication challenge was to achieve the launch within a modest budget. Our media challenge was to engage those that could afford the premium price tag of Moët Rosé. Specifically, women 25-54 with high personal incomes but furthermore, those high net worth innovators and influencers within this group who would be predisposed to trying new products.As our communication strategy was centred around fashion, New Zealand Fashion Week was an ideal environment for Moët Rosé. Beyond a traditional sponsorship role, we conceived of a way for Moët Rosé to not only be associated with Fashion Week, but for the brand to be THE fashion accessory of the season … literally.Our idea was to have a signature garment designed that would be an expression of the brand as interpreted by an up and coming fashion house. This endorsement from a fashion leader would give the brand instant credibility with influencers and innovators. The garment would become the medium for the brand and feature in the designer’s fashion show, be available for purchase in the designer’s stores, and form the basis of the creative execution for more traditional media exposure.To implement our idea, we sought edgy fashion house, Nom D to design our garment and host a fashion show where the garment would debut as part of their collection. Nom D saw this as an opportunity to explore the boundaries of fashion and created the Moët Rosé signature garment ‘Collar & Cuffs’.We worked together on a show where every element was carefully choreographed - the premium location, the Moët Rosé bar sculptured entirely from ice, and the Moët Rosé bottle label designed in the style of a fashion label that was featured on drop banners. Models entered the catwalk from a doorway bathed in rose coloured light, rose coloured garments featured in the collection and the Moët Rosé ‘Collar & Cuffs’ were worn with several garments throughout the show.The ‘Collar & Cuffs’ were then modelled for full page advertisements which we placed in New Zealand’s premium fashion and lifestyle magazines, as well as on postcards in upmarket bars, cafes and hairdressing salons.The launch of Moët Rosé was a resounding success. The upper echelon of Auckland including key innovators and influencers such as designers, stylists, photographers and celebrities attended the show. The Nom D collection received extensive media coverage and the Moët Rosé Collar & Cuffs have been a popular purchase in chic designer stores.Moët Rosé sales exceeded all expectations with stock selling out just six weeks after launch. The essence of the Moët & Chandon Brut Rosé campaign originated from the media team. Through our insight, we identified not only an avenue where we could effectively communicate with high net worth individuals but also a means within that environment by which we could best impress them.

From there, we engaged the rest of the agency and the client in order to achieve an innovative communication solution.“When the media team first came to me with this idea, it was clear they had a vision for the campaign. Together, we inspired the client, a fashion designer, an event co-ordinator and a creative team with that vision.”Jillian Stanton - Account ManagerSaatchi & Saatchi We successfully launched Moët Rosé by conceiving of a way for the brand to be more than just a sponsor of Fashion Week. Our idea was for Moët Rosé to be THE fashion accessory of the season - literally.We commissioned the making of a signature garment that was an expression of the brand as interpreted by an up and coming fashion house. The Moët Rosé ‘Collar & Cuffs’ were created by the innovative and edgy Nom D. This endorsement from a fashion leader gave the brand instant credibility with our target.The garment became a medium for the brand and featured in Nom D’s show as well as being available for purchase in the designer’s stores. It was also used in creative executions for more traditional media exposure.The fashion show became our ultimate launch event with the upper echelon of Auckland on the guest list. All elements were carefully choreographed from the Moët Rosé bar sculptured entirely from ice to models entering the catwalk from a doorway bathed in rose coloured light.

Our unique communication solution for the new Moët & Chandon Brut Rosé saw the product exceed all targets and sell out within six weeks.

The essence of the Moët & Chandon Brut Rosé campaign originated from the media team. Through our insight, we identified not only an avenue where we could effectively communicate with high net worth individuals but also a means within that environment by which we could best impress them.

From there, we engaged the rest of the agency and the client in order to achieve an innovative communication solution.“When the media team first came to me with this idea, it was clear they had a vision for the campaign. Together, we inspired the client, a fashion designer, an event co-ordinator and a creative team with that vision.”Jillian Stanton - Account ManagerSaatchi & Saatchi