Perrier-Jouët

Momentous celebrations of a 200 year legacy, and activating VIP media and key opinion leader engagement.


In brief

Since 1811, the House of Perrier-Jouët has created wines with craftsmanship and a unique signature created and guarded by only seven Cellar Masters.

2017 marked a critical year in which the House celebrated two centuries of heritage, and central to its activities, it proudly introduced the Belle Epoque Vintage 2011 in Japan. 

To mark this momentous and important occasion, Ad-comm was engaged to conceptualize, plan and execute launch communications, highlighted by a VIP media and key opinion leader event. The key objectives included:

  1. A dramatic and memorable unveiling of the Belle Epoque 2011 to create media exposure, and enhance celebrity endorsement and key trade relations
  2. To showcase that Perrier-Jouët is opening its cellar doors to the public for the first time and to provide a first glimpse and virtual look of its cellars

What we did

Ad-comm obtained private access to Beige, Alain Ducasse’s Michelin star restaurant in the Tokyo’s iconic Chanel building, known for its most coveted tables; through décor and branding elements, Beige was transformed to represent the unique and luxurious world of Perrier-Jouët.

A theatrical reveal combining service, music and lighting was executed to create a highly climactic evening and launch of the Belle Epoque 2011.

While enjoying a Champagne paired dinner, guests were left spellbound by an unexpected and complete transformation of their surroundings. Cued by dramatic music and lighting, the stunning views of Ginza were replaced by a projected tour of the Perrier- Jouët House on the venue’s expansive windows. We utilized cutting edge, never-before-seen window lamination technology to convert Beige’s windows to “smart windows”, dramatically taking them from clear transparency offering breathtaking Tokyo views to HD ready film screens. A narrated virtual tour accompanied the projection, taking guests through the beautiful vineyards and garden, right into the cellars where the magic of the champagne making occurs.

A memorable evening was achieved and guests left with the desired communication message of Perrier-Jouët’s two centuries of heritage and its unwavering dedication to producing champagnes of uncompromising quality.

“… Ad-comm was selected for their highly strategic and creative vision. The concept they created was unique, impressive and the execution was excellent. The Ad-comm team understood our brand and the communications message we wished to deliver. All elements of the event were carefully choreographed to create the right result.”
Yann Soenen, Director of Marketing, Pernod Ricard Japan

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