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Making Luxury accessible

By Megan Hotson, on 20th September 2022

Earlier this year, both Veuve Cliquot, and Aldi embarked on making luxury more accessible.

This might sound paradoxical given that these two brands sit on opposite ends of the spectrum when it comes to luxury.

How can creativity, and leaning into cultural nuances align the ambitions of brands with entirely different commercial ambitions?

 

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Veuve’s new brunch spot that opened in April– albeit temporarily, which they dubbed ‘Sunnyside Up’ was set amongst London’s busy and bustling streets of Soho, the café posed as a more sophisticated version of the famous, and greasy “spoons” café.

Creating a more familiar, less luxury exterior, allowed the premium brand to engage with a new consumer in an engaging way. By re-imagining how they could celebrate their brand and reach a wider audience they made their champagne experience look, as well as feel really accessible for all.

 

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Aldi, only a few months earlier designed a pop up Champagne Bar which contradicted the ‘everyman’ demographic they usually appeal to. The hidden surprise? The champagne on offer was only £2.33. The supermarket brand’s idea mirrored that of Veuve’s and was even called ‘Veuve’ and hoped to demonstrate that luxury doesn’t have to carry premium prices.


TOO Takeaways:

-How could your brand flip their target demographic – albeit temporarily, putting your product in a new context to attract a new audience? 

-Creating an unexpected, or un-anticipated brand activation is one way brands can remain relevant and engaging for the modern consumer who craves a unique brand experience.


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