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Larsen updates design and launches new campaign

Nordic drinks group Altia has updated the bottle design for Larsen Cognac and launched a new creative campaign to highlight the brand’s “heritage and personality”.

The new Larsen Cognac bottle has been inspired by a flask bottle shape and features an embossed logo

Developed by French packaging design agency Linea, the new Larsen Cognac bottle has been inspired by the flask bottle shape.

The updated label features stamps, texture and gold foiling, while the bottle also incorporates an embossed logo and ship emblem said to signify the “attention to detail” behind the brand.

To support the redesigned packaging, Larsen has launched its Spirit of Exploration campaign, which it says brings a “fresh, modern perspective on Cognac”.

Christelle Pottinger, marketing director for Larsen Cognac, said: “We believe that there is a new generation of Cognac drinkers who are curious, open to experiment and expect brands to be current.

“Our communication is really different from what we are used to seeing in the Cognac category: the bright colours, sky and sea images combined with the collage technique make it unique and eye-catching.”

“This new pack and communication are inspired by our founder’s courage to challenge the status quo and explore new possibilities.”

Created by communications agency Mazarine, the campaign will be deployed internationally and includes some adaptations for Asia.

The newly designed bottle is already available in travel retail and will be launched in domestic markets in the Nordic and the Baltic region in the coming months. In Asian markets the new design will be rolled out in 2020.

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