Agency: Bartle Bogle Hegarty Author: Emma Cookson

Mot & Chandon - Adding value within an added value market


INTRODUCTION

At the end of 1994, Mot & Chandon champagne was advertised in the UK for the first time in the brand's 250-year history.

This significant step had been long delayed by a corporate reluctance to 'resort to' advertising. From the beginning of our relationship with the company, Mot & Chandon openly shared with us its concern that its first foray above the line might provoke unwarranted comment that its brand was in some sort of commercial difficulty.

Moreover, the company - or more properly, 'House' - initially felt slightly uncomfortable about the concept of 'selling itself' via advertising per se (despite its consciousness that its brand may now need to establish a more direct dialogue with consumers). It anticipated that advertising might cheapen and devalue the brand of which it was enormously proud. Surely, it reasoned, Mot & Chandon's self-promotion in the broad public arena of advertising risked damaging its sense of prestige, exclusivity and cach? How could we be sure that advertising would not risk undermining Mot & Chandon's integrity by gilding the brand with some sort of superficial gloss: could this new form of communication ever be adequately stylish, unique and true to the brand?