Laurent-Perrier is one of the worlds most wellknown Champagne houses founded in 1812. With over 1,200 grapes growers with supply contracts Laurent-Perrier exports to more than 120 countries. The Laurent-Perrier Cuvée Rosé became the world´s third best selling Champagne brand of 2005.
Pretto PR´s mission was to launch the Laurent-Perrier Cuvée Rosé on the Swedish market in a smart and creative way. Sweden is already one of the leading markets for Laurent-Perrier and our mission was to implement the Laurent-Perrier Cuvée Rosé besides competitors. Therefore we came up with the idea of targeting interior interested people that usually also is really interested in good quality in everything from restaurants, travelling, art and interor design.
How do you then reach this target group? The colour pink is a huge trend at the moment and we came up with the idea of creating a beautiful shade of Laurent-Perrier Cuvée Rosé Pink. The creation of the right shade was made in collaboration with interior decorator and designer Madeleine Asplund Klingstedt. Together with her we created a unique international pink shade color code: (50% S1030-Y70R x 50% S2030-Y70R) inspired by the rosé champagne named Laurent-Perrier Pink.
The launch of Laurent-Perrier Cuvée Rosé was a huge sucess. We invited 25 of Sweden´s most prominent press and influencers within the segment to a prominent rosé champagne lunch on Restaurant Tak in Stockholm. The prominent Culinary Director Frida Ronge created an exclusive pink four course menu with halibut sashimim josper grilled pulpo and tofu pudding with pink flowers just to mention a few fantastic ingredients. The press release was sent out to all relevant press on the Swedish market and generated in over 40 press clippings. Total reach on the project was 8,2 million.