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Back to Multicultural Public Relations

Maison Courvoisier

As the U.S. agency of record for Maison Courvoisier® Cognac, Coyne PR spearheaded initiatives to enhance the brand's recognition and appeal within the luxury spirit market. The brand challenged Coyne PR to unveil a new global brand look and campaign spotlighting Félix Courvoisier’s daily principle of celebrating an elevated joy. The Most Awarded Cognac House’s relaunch targeted a new generation of Cognac drinkers with a reimaged, premium elegance.

Cv Rashia — Coyne PR collaborated with Courvoisier and its integrated agency team to tap artist Yinka Ilori for the “We Found Joy” event in New York, showcasing Courvoisier’s “joie de vivre” and the charm of Jarnac, France. More than 30 top-tier media and luxury influencers from renowned publications like Harper’s Bazaar, Vogue, and Forbes attended, spotlighting Courvoisier’s relaunch and new visual identity. Rashida Jones, a global creative ambassador for Courvoisier, appeared at the event and discussed her joy interpretation, enhancing media interest. The agency also arranged Prestige Tasting Room sessions with Chief Blender Thibaut Hontanx, offering private cognac tastings. Post-event, attendees received thank-you gifts, including a VSOP bottle, emphasizing the new brand identity. This strategic approach led to significant media coverage in prestigious outlets and interviews with Rashida Jones, boosting Courvoisier’s visibility and reinforcing its luxurious image.

Courvoisier — Many of Courvoisier® Cognac’s consumers in Black communities across the country have been affected by Black Lives Matter and impacted disproportionately by COVID-19. As a means of addressing these issues and continuing to live its brand purpose, Courvoisier sought a partner to strengthen its allyship – and National Urban League (NUL) was the definitive choice. In 2020, Coyne PR and Courvoisier kicked off a meaningful, long-term partnership with NUL to support and empower the Black-owned business community as they navigated an unpredictable year. The cognac brand also pledged $1 million to support Black-owned businesses and entrepreneurs over the next five years.

Cv Nul 2022 — In 2020, Courvoisier and Coyne PR kicked off a multi-year partnership with the National Urban League (NUL), the historic civil rights organization dedicated to economic empowerment, equality and social justice. The partnership with National Urban League aims to equip the Black business community with critical resources – from educational programs and mentorship opportunities to financial support – exemplifying the mission of Foundation 1828. As part of this year’s programming and the brand’s overall financial pledge, Courvoisier awarded monetary grants and provided critical educational support to Black and minority entrepreneurs and small business owners via the National Urban League’s local Urban League affiliates in key markets. To help drive brand awareness to Foundation 1828 and the partnership, Coyne PR worked closely with the Urban League of Greater Atlanta and the Chicago Urban League to host the Courvoisier Entrepreneurship Awards in each city, which included a networking session, a pitch competition spotlighting four small businesses from the area, an educational panel and an award ceremony. Each small business nominee who participated in the Courvoisier Entrepreneurship Awards had the chance to win a monetary grant – $25,000 grand prize, $15,000 first runner up, $10,000 second runner up and $5,000 third runner up. In addition, Courvoisier has also pledged $1 million to aid Black and minority small business owners and entrepreneurs in the U.S. facing hardships as a result of the pandemic.

Courvoisier-PushaT — Courvoisier Cognac challenged Coyne PR to raise awareness and affinity for its luxury liquid portfolio with a modern, multi-cultural male consumer utilizing the brand’s core marketing platform of Success is Best Shared. Coyne elevated brand awareness through key partnerships, including a collaboration with the Council of Fashion Designers of America (CFDA) and streetwear brand Public School to create a custom Courvoisier-inspired menswear accessory for holiday gifting, benefitting CFDA’s diversity and inclusion program. Coyne also collaborated with Courvoisier’s integrated agency team to create the immersive Maison Courvoisier consumer experience. Celebrity host and curator, Pusha-T, embodied the power of shared success by spotlighting his favorite up-and-coming artists in the areas of music, fashion, art and culture. Coyne received top-tier national coverage in Complex, Maxim, Billboard, GQ, and more. Coyne also engaged several high-profile influencers to transcend standard industry coverage and bring to life the cultural significance of Courvoisier Cognac.

Courvoisier11 — With growing interest in the cognac category, and Hennessey maintaining its position as category leader, Courvoisier® Cognac turned to Coyne PR to reposition the brand among multicultural consumers in an authentic way and give them a reason to move beyond Hennessey during a key gifting time for the brand – Father’s Day.

Courvoisier 1 — Courvoisier® Cognac challenged Coyne PR to raise media awareness surrounding the launch of its new “Honor Your Code” campaign, while also introducing the brand’s new celebrity ambassador, rapper, actor, model and fashion icon A$AP Rocky.

Courvoisier 2 — Courvoisier® Cognac tasked Coyne to leverage Master Blender Patrice Pinet’s trip from the company’s French distillery to the United States as a way to educate media, distributers and restaurant owners on the luxury taste credentials of the brands upper-tier offerings, Courvoisier X.O. and L’Essence de Courvoisier.

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