Dom Pérignon’s appeals to younger audience via collaboration with artist Jeff Koons

How does a limited edition bottle of champagne that has a price tag of $20,000 appeal to a younger audience? By leveraging a partnership with a hot artist and promoting heavily on social media.

Brands who partner with artists are able to bridge gaps in generations and culture by appealing to a wider audience but without diminishing brand DNA. Champagne brand Dom Pérignon is using its new Instagram page to show off its collaborative project with artist Jeff Koons as a way to reinvent itself and appeal to younger consumers. Collaborations with contemporary artists can reposition a brand’s image to appeal to younger consumers while the limited availability of the product line will still draw brand loyalists.

Other examples of brands using a similar tactic include: French label Christian Dior is partnering with the Museum of Contemporary Art in Shanghai, China, in an exhibit titled “Esprit Dior” to display brand history in relation to art, fashion, society and culture. Also, Four Seasons Hotel Mumbai is attracting art collectors and enthusiasts with special Art Week events and an auction dedicated to the work of Indian artist Francis Newton Souza.

Read more about Dom Pérignon’s collaboration with artist Jeff Koons at

21.6 million millennials live with parents

TodayShowMore than a third of American millennials are living at home with their parents, according to a recent Pew Research Center study. When the recession began in 2007, 32 percent or 18.5 million of millennials—defined as 18- to 31-year olds—had not left the nest. Today, it is 36 percent, or 21.6 million. According to Pew’s analysis of U.S. Census Bureau data, the number of millennials still living at home is the highest percentage in four decades. A driving factor: Declining employment. Last year just 63 percent of young adults in that age group were employed, down from 70 percent in 2007. ”You’re much less likely to be living with your mom and/or dad if you have a job, and job holding still hasn’t picked up,” said Richard Fry, a senior research associate with Pew Research Center.


ABSOLUT “Transform Today”

Yesterday the venerable vodka brand Absolut launched a new campaign to reach urban millennials with the theme of “Transform Today.” Evolving from its past advertising work that incorporated artists such as Andy Warhol, the new campaign features four artists that the brand says “craft their work by changing things, breaking things, challenging conventions and recreating themselves in order to become something more.”

See the Transform Today TV commercial:

Read more about Absolut’s new campaign and new outlook on advertising:

2013 Flavor Trends

McCormick and Bell Flavors & Fragrances have separately revealed the top flavor trends for 2013, both of which include health and wellness trends, updated classics and formally “ethnic” ingredients that are becoming a part of everyday cuisine.

“Around the world, we’re seeing a fascinating collision of tradition and innovation. Authentic, real ingredients are still at the core—though now they’re being enjoyed in unique, updated ways that reflect a much more personalized approach to cooking and eating,” said Kevan Vetter, McCormick’s executive chef.

In its second year as a global report, McCormick’s Flavor Forecast showcases trends and flavors taking root in cultures spanning Asia, Australia, Europe, Africa, Latin America and North America. One leading trend featured in this year’s Flavor Forecast is “Global My Way,” which describes how people are discovering formerly “ethnic” ingredients beyond their traditional uses, incorporating those flavors into everyday eating.

“Don’t be surprised if in the next few years Japanese Katsu, a tangy cross between BBQ and steak sauce, and cajeta, a Mexican caramel, gain the broad appeal that once-regional tastes like Asian hot chili sauce have achieved,” Vetter added.

See the anticipated flavor trends here:

Healthy Vodka?

These days people continue to seek out healthier options without drastically altering the way they live or sacrificing the foods they love. It’s about making small trade-offs to achieve balance. Make no mistake, we still want to indulge, but if we can do so in a way that maybe-posibly-sorta has a health benefit, we feel like we’ve won.

So, is it possible to find a healthy cocktail? For years we’ve made our drinks “healthier” by choosing a diet mixer in place of regular sodas and juices with high sugar content, and more recently pre-mixed options such as the Skinny Girl line gave us a lower calorie way to party. Even more interesting are the attempts to provide consumers a spirit with an added benefit, such as the 2010 launch of Devotion Spirits (vodka with protein powder) and the 2012 launch of AnestasiA (the gluten-free vodka).

In any case, we will continue to seek ways to find the perfect healthy balance–so bring on the cocktails that will allow us to indulge without sacrificing on taste!

Cartier’s Paris Nouvelle Vague video series

cartierFrench jeweler Cartier sought to raise consumer emotions for its revamped Paris Nouvelle Vague collection through a series of short films that give a different sensation for each product.

The seven, 60-second films each give an emotion and attitude to a ring in the French jeweler’s new collection.

All seven of the videos use the same song “I Love Paris,” which was originally written by Cole Porter.

Each video uses a version of the song with a different tempo to show the emotion associated with each piece.

The short films are available at!/home

Read more about the top luxury brand social videos of H1 at

Healthy beverage boom

Beverage companies historically have found success by delivering on two product attributes: quenching thirst and great taste. But with today’s time-crunched, multitasking consumer demanding more from all consumer goods, beverage developers are adding value to their products, and most are doing so through the addition of nutrients.

Vitaminwater was introduced at around the turn of the century, taking the concept of nutrient-enhanced beverages mainstream. Since then, beverage developers have been experimenting with the addition of all types of better-for-you ingredients in order to appeal to today’s health conscious consumer.

“Consumers are demanding healthy beverages in the marketplace and retail sales of these drinks — whether nutritional, functional or enhanced — are climbing,” said Kim Jage, director of marketing and sales for the Healthy Beverage Expo, a new trade show intended to support and fuel the healthy drink segment of the beverage market, that took place June 7 to 9 at the Las Vegas Convention Center. She explained that the expo defines a healthy beverage as a “nutritious and functional beverage made from high-quality ingredients and pure water, marked by an undeniable accountability for the effects of processing, packaging and distribution.”

The keynote presenter at the show, Phil Lempert, also known as the Supermarket Guru, said, “We’ve seen a war against unhealthy, high-calorie, sugary beverages and over consumption, starting with New York’s size regulation and Coca Cola’s advertising about obesity factors.

“Now, consumers are going to want to understand what makes a beverage healthy, and they’re going to want a variety of healthy options at their supermarket. Without a doubt, beverage manufacturers of all kinds need to prepare for certain change, as we’re entering a realm that may not be comfortable for antiquated beverage businesses.”

Read more:

Superfruits continue to dominate beverage flavors

Herbs, spices, honey, superfruits and other healthy flavors are driving flavor trends in the global beverage market, according to Innova Market Insights.

Superfruits are continuing to grow in popularity globally. Pomegranate is the most popular superfruit flavor as it was contained in more than 40% of beverage launches from June 2008 to May 2013 that featured superfruit flavors. This compared with acai at 12.5% and lychee at 12%. Up and coming superfruit flavors include guanabana/soursop, cactus/prickly pear and marula.

Read more:

Layer upon flavor layer

Smoothie blenders and cocktail “mixologists” have raised the bar for flavor innovations in packaged bev-erages. The freshly prepared refreshments allow for a layering of flavors that goes beyond mixing strawberry with kiwi and lemon with lime. Add the fact that today’s health and wellness-seeking consumer wants taste without excessive calories and it makes sense why layering flavors to create a more satisfying drink experience has become trendy.

Following this trend, Ayala’s Herbal Water, Philadelphia, markets a line of botanical-infused calorie-free waters in varieties such as lavender mint, lemongrass mint vanilla, and lemon verbena geranium.

By no means is the layering of flavors a new concept, as the coffee bean and tea leaf companies have been adding flavors to their no-calorie beverages for ages. However, it’s the breadth of beverages being enhanced by flavor extracts, along with the sophistication of the flavors that is worth noting.

“Sweet and savory is the current trend in flavors these days,” said Catherine Armstrong, vice-president of corporate communications at Comax Flavors, Melville, N.Y. “Consumers continue to seek out interesting and contemporary taste fusions to jazz up their usual menu.” And though savory, per se, is not a flavor profile one would expect in a beverage, tastes that are the opposite of sweet provide the contrast consumers increasingly are craving.

“Millennials are very demanding, as well as adventurous and curious, especially with food and beverage,” said Donna Hood Crecca, senior director at Chicago-based market research firm Technomic. “They like to try new products and they want authenticity.”

Marketers are going well beyond traditional flavor profiles to attract consumers.

“We’re seeing unexpected flavors, such as Pernod Ricard’s Mama Walker’s line of breakfast-inspired liqueurs, involving flavors like maple bacon and blueberry pancake,” Ms. Hood Crecca said. “Spice is showing up in whiskeys and liqueurs, and exotic fruit and floral flavors are also still on trend.”

Spice, tropical and the exotic appeal to the booming Latino market, concurred Emmanuel Laroche, vice-president, marketing, sensory and consumer insights, Symrise Flavors, Teterboro, N.J. “Our on-line community of Latino consumers has led to our full understanding of the importance of food and beverages in the life of this energetic demographic. Their enthusiasm is contagious and is catching on with mainstream consumers.”

Read more:


New Mongolian Vodka Targets Manly Men

In the midst of the crowded, competitive, but still fertile vodka market comes a brand new vodka with its own unique platform. It’s called Golia, and it’s from Mongolia. Distilled through silver and platinum filters at least six times, but it’s the Mongolianness of Golia that’s unique. In practical terms that means it’s made with high-quality wheat grown in mineral-rich soil and really clean water. (Apparently the water in Mongolia is so clear that lake fish are visible 50 feet below the surface.)

Beyond that, it’s all about what they do with the Mongolian thing in their marketing. Well, how would you market a Mongolian vodka? You’d probably target men, since what Americans know about Mongolia is pretty much limited to Genghis Khan, warriors on horseback, and maybe something about falconry. And that’s exactly what Golia is doing. They’re aiming Golia at tough, rugged, adventurous guys, or guys who think they’re tough, rugged, and adventurous.

Read more:

Vist the Golia website:

Bottega Veneta aims for ecommerce boost via site redesign

Italian label Bottega Veneta is aiming for a boost in ecommerce through a revamped website that offers large product images in a simplified layout.

The label is promoting the new site through its social media by using the hashtag #DiscoverTheNextChapter.

“In this instance, Bottega Veneta prominently features the brand’s iconic patterns and products, thereby giving the site a fresh look while also adhering to the brand’s heritage,” said Rachel Lewis, senior strategist at iProspect, Fort Worth, TX.

“The site features a collection overview on the homepage that is a simple, clean way to highlight new products and give users a feel for the line,” she said. “For consumers that are just browsing or not in the market for something in particular, it may help guide them in a particular direction of interest.”

Read more:

See the new Bottega Veneta website:


Not your typical runway


French fashion house Chanel is promoting its fall/winter 2013-14 pre-collection through a microsite and new video created by creative director Karl Lagerfeld.

As the video begins, a couple is seen walking in the rain toward a building. When they open the door they are greeted by the maître d’, but the man is turned away as tonight is for women only.

The following scenes show a steady flow of women arriving at the theater. As more arrive, they are directed by the maître d’ to the screening room.

All of the women are dressed head-to-toe in pieces from the fall-winter collection. The collection includes accessories and handbags, shoes and ready-to-wear pieces of leather, plaid and tweed, some of which feature metal embellishments.

Before taking their seats the women are stopped by Mr. Lagerfeld, who explains to the women in French that the film will be beginning shortly and gives a short synopsis. The film being screened is Mr. Lagerfeld’s directorial debut, “Once Upon a Time,” starring Keira Knightly as a young Coco Chanel.

“By formally integrating this microsite content with the existing Karl Lagerfeld-directed film featuring Keira Knightly as Coco Chanel, the user can form their own associations between a historical look-back at the origin of the Chanel brand and the current pre-fall offering,” Mr. Cohen said.

By giving the collection a realistic context, the consumer is able to easily imagine herself in the collection, therefore showing that the brand is able to relate to her daily life.

Read more:

Visit Chanel’s microsite:

Did Internet Explorer Find a Way Back into the Hearts of GenY?

Internet Explorer is pulling the nostalgia card in a big way with its newest  TV spot. Tapping into the memories, culture trends and just things we miss about the 90′s, the Internet Explorer spot has found a way to connect. And with Gen Y’s potential spending power, this could be a way for IE to get back in the race.

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Heinken’s Departure Roulette

As part of Heineken’s global “Voyage” campaign, the brand is running several promotions all relating back to the campaign’s core message, “Open Your World”. The Departure Roulette promotion offers passengers at the airport a free ticket and trip, one string – the destination is chosen by chance. The promotion is engaging and racking up shares online. It also makes you think, could you drop everything and take a voyage to the unknown?

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‘Style Yourself’ by Salvatore Ferragamo

Italian footwear and apparel maker Salvatore Ferragamo is promoting its women’s autumn/winter 2013 collection and pushing ecommerce by allowing consumers to digitally create outfits.

The “Style Yourself” feature on the Salvatore Ferragamo Website allows consumers to digitally put products together and create looks before purchasing products. By allowing consumers to see certain products together, consumers are likely to purchase additional products and spend more time on the site.

While adding apparel and accessories to the look, the site will tally up the totals. Once a look is completed to a consumer’s liking, she can pre-order the items or share the look via social media or email. Try it out at:

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