Luxury champagne brand Krug pops up their brand and shows how entertain the masses with minimum effort


Nothing is like it used to be. A couple of years back I attended a Luxury marketing meeting in Monte Carlo. I was one of the speakers and I spoke about how the younger generation will want to see more things from the Luxury brands than just good old beauty shots of expensive products. A couple of posts back I highlighted the IWC print campaign which is a step in the right direction.

Today however I’m amazed with how prestige cuvée champagne house Krug balances innovation with luxury.

Together with niche luxury art and fashion printing press Visionaire, Krug has created a marvelous piece of pop-up art. The 10 beautifully designed pop-ups have been created by Sophie Calle, Andreas Gursky, Cai Guo-Qiang, Steven Klein, Yayoi Kusama, Alasdair McLellan, Steven Meisel, Guido Mocafico, Nicola Formichetti/Gareth Pugh, Sølve Sundsbø, and Mario Testino. These guys all stand for innovation in their own field. The planning of this campaign is spot on.

Krug has limited the edition to 4,000 numbered copies worldwide and 12 sets with a bottle of Krug Grand Cuvée in a gift box only available at the Ode to Art Gallery in Singapore.

What’s truly nice about this piece is the fact that it’s demonstrates what branding is about today. If you’re looking to spread your brand it’s all about becoming talk of the town and not necessary pay to place your ads all over town.

This activity is about innovation, creativity, partnering with great people, a great print house, the Krug brand, industrial design, video, print, ideas, effect, visuals etc etc etc. There is something for everyone out there.

When you create communication pieces like this they’re spreading them self due to the fact that they offer something unique that is relevant to a multiple of audiences that in their turn spread the content further. In this sense my blog now becomes another branding surface for Krug.


Krug spreads their brand in social networks based on creative and innovative ideas

If your communication initiative is good enough you’ll probably end up with all good branding surfaces. The thing is that bloggers like me and other brand surfaces like to blog about bad stuff too. So make sure your piece of communication is up to the job, otherwise you might end up damaging your brand instead.

So, to conclude this post. What you gotta do is to create brand activities that are absolutely on top of the scale when it comes to innovation and creativity. If you partner up with someone or as in Krug’s case a bunch of great people, your campaign will kick off like never before since there is so much in there for everyone.

ps. I found the campaign on Luxury Insider. Down in Monte Carlo I met the founders of the site, a great bunch of young entrepreneurs.

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Curiosity. My greatest asset. Born 1971 and Raised in the suburbs of style city Stockholm, creativity was always a part of growing up. With a background as a former snowboard professional (with among others Greger Hagelin from WE and Per Holknekt from Odd Molly as sponsors) and one of the few in the world who nailed a 1440° spin, I started my career on the buyer side. Marketing exclusive golf brands such as Mizuno, King Cobra and Goldwin gave me insight into the demands of advertisers and consumers but foremost the complexity behind how products actually make it into the stores. Always full of ideas, I felt I needed to move on to the creative side of the business. Internet, on the rise in Sweden drew me into the digital revolution already in 1994. In 1998 however I joined Framfab, one of the late 90’s fast-moving companies. As a concept developer and key account manager I parted in creating award winning projects for clients like Vattenfall , Bredbandsbolaget, Nike Europe and Volvo Cars. I also held a position within Framfab Innovation. The incubator of new ideas within Framfab. After Framfab had grown in just two years from 130 employees to 3400, I felt I needed to move to a smaller organization. Abel & Baker - in 2001 the worlds most awarded digital advertising company attracted me. At A&B I tool part in winning the global account for adidas, but I also worked with MTV, Nokia, Toyota, Årets Kock, ICA and the Red Cross. In 2002 I left Abel & Baker to found something of my own - Foreign. Foreign - an ideas creator with focus on the communication of tomorrow - based in Stockholm, Sweden. Foreign quickly grew to 27 employees and was awarded in the Cannes Lions, D&AD, New York Festivals, London International Advertising Awards, Epica, Clio, Cresta and other award shows every year since start up. Foreign launched both digital and integrated global campaigns for BMW Motorrad, MTV, H&M, IKEA, Omega, Beckers, Com Hem, Intersport, Kosta Boda, adidas International and many more. In September 2008 I took the decision to close Foreign down after almost 7 years. I’m now consulting within the same business on my own. Apart from Foreign I’ve also founded and Co-Founded Thru the years, leadership and success has been important, but enjoying life, loyalty and sincerity is what drives me further. I consider my part in motivating adidas to let fairly small Foreign handle adidas global digital World Cup campaigns my proudest moment in business. The birth of my two daughters Ebba & Linn is my proudest moment in life.

  • Louise Sinclair

    HI, thanks for this article. I am doing research on the world's most wanted luxury goods and/or most wanted/most aspirational brands for an art project I am involved with. Any specific pointers apart from trawling the web? Any sites you find useful?
    Kindest regards and have a magnificent 2010

  • ronnestam

    Hey Louise

    Thank you for your comment :)

    Personally I follow: former called
    Goldarths Review. Apart from that there are great blogs within focus
    areas such as cars, whiskey, cigarr, housing, yatchs etc.