Larsen Cognac challenges ‘outdated views’

Anora Group-owned Larsen Cognac has created a campaign to confront the category’s ‘traditional image’ and ‘reinvigorate’ the brand.

The new ‘Discover’ concept, which launches in April, has been designed to ‘challenge the idea of who Cognac is for’ and introduce the brand to new audiences.

During the past year, Larsen has worked on a new brand platform and communications concept to ‘reinvigorate’ the brand and make it ‘more modern and contemporary’.

Mika Raukko, category marketing manager for Larsen Cognac, said: “The world is changing and so are the consumers. To most people Cognac is a niche product, consumed by the few.

“The Cognac category is suffering from ageing perception, and the inability to recruit new entrants into the category is a problem for all brands.

“At Larsen we have always been open to the idea that Cognac can be enjoyed in many different ways and by different types of people. With this new platform and concept we want to keep challenge the outdated views on who Cognac is for, when and how it can be consumed.”

Larsen said consumers expected brands to be more inclusive, diverse and authentic.

“The ‘Discover’ concept stems from the insight that making a new discovery in life makes us grow,” Raukko continued.

“And in order to make new discoveries you need to view the world with fresh eyes, and be open to change perspectives.

“This resonates well with how people today are seeking new experiences that enriches their lives to a wider extent. And it is in line with our brand core ‘The Spirit of Exploration’ and our ambition to make Cognac more accessible.”

Discover is a 360° concept that will be rolled across all channels and media. The concept will also be supported by a new collaboration and limited edition product, due to be launched in late 2023.

Last month, Larsen celebrated the 70th anniversary of its Viking ship-shaped bottle with the release of a limited edition expression adorned with 24-carat gold.