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Nicolas Feuillatte & Millissime |
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| Introduction
What a challenge for the young Millissime
company to represent Nicolas Feuillatte as its
first client! But it’s no surprise when you
know the background of Millissime’s owner and
founder Pamela Kenton-Wittmann. Her new born
company was chosen amongst a number of bidders
to take part of the ever growing brand’s
success, and it proved to be the right choice.
Referred to as "the newest and brashest kid on
the champagne block” (The Economist, December
2002), Nicolas Feuillatte went from the 8th to
the 6th top-selling brand in the United States
in just two years. It is definitely playing in
the same field as the established houses yet
with an innovative, almost impertinent
marketing. 2002 saw an increase of 85%
in sales of the brand in the US, and a
heightened awareness and recognition while
respecting its global marketing and
communication strategy. Millissime was
responsible for an innovative media plan that
grounded the way for actions in 2003. Targeted
advertising, effective media relations and
unforgettable events are key elements of our
promotional mix. Millissime’s
accomplishments on behalf of Nicolas
Feuillatte
2002
Winemaker Tour, 7 cities in 10 days, and again
in 2003: 4 cities in 5 days |
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Millissime orchestrated a grand
tour of the United States with
Jean-Pierre Vincent, Nicolas Feuillatte's
beloved winemaker
of 28 years,
including San
Francisco, Los
Angeles, Boston, |
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Providence,Greenwich,
CT, New York and Washington DC.
Mr. Vincent shared his blending
philosophy with trade and press
with tasting of his private collection
of single Grand Crus Champagnes
brought over for the occasion.
From the initial concept to the
choice of the locale, to design,
production, mailing and RSVP handling
of invitations, all was done by
Millissime in conjunction with
Pasternak Wine Imports, Nicolas
Feuillatte’s national importer
and their local distributors.
Together, we successfully produced
7 press and trade luncheons as
well as four winemaker dinners.
In 2003, the success of the winemaker
tour was surpassed, with record
attendance of both trade and press
in Denver, Chicago, Detroit and
Miami. |
Tasting
of Grands Crus from Nicolas
Feuillatte with winemaker JP Vincent:
- Chicago, NoMI, Park Hyatt
2003
- Denver, Kevin Taylor restaurant
2003
- Detroit, Tribute restaurant
2003
- Miami, Chef Allen 2003
- Grands Crus presentation
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Palmes d'Or Rosé 1996 Launch 2002 will
definitely remain pink in people's mind
with the newest prestige Cuvée from
Nicolas Feuillatte.
The cork first popped in New York City
where a private tasting was held at
red-hot Thom's Bar in SoHo in October.
Mr. Nicolas Feuillatte himself hosted
the party and opened the first bottle of
Palmes d'Or Rosé after an astonishing
dance performance by the "Dazzle
Dancers."
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The roaming party
then moved to the Delano on South
Beach, Miami, where the new prestige
bottling was presented by a trio of
naiads coming out of the pink hued
waters of the outdoor pool to a
mystified crowd. Mr. Nicolas Feuillatte was also there to host
hundreds of Champagne fans and share
his newest prestige bottling. |
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Launch in New York (Thom’s Bar)
- From left to right: Nickos
and Roberta Morrell (Morrell & Co), Tom Clare
(Pasternak Wine Imports) and Mr. Nicolas
Feuillatte.
- Bruce Sanderson (Wine
Spectator) and Pamela Wittmann (Millissime).
- Donna Ferrari (Bride’s magazine) and Pamela
Wittmann (Millissime).
Launch in Miami
(Delano Hotel)
- Logo display in the
swimming pool
- 3 Missoni dressed models
open the first bottle of Palmes d’Or Rosé for
Mr. Nicolas Feuillatte.
- Everybody
enjoyed the new prestige Cuvée Palmes d’Or
Rosé!
Paper Project in association
with Paper Magazine |
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In September, Champagne
Nicolas Feuillatte was the official
sponsor of the second annual "Paper
Project" at the Deitch Gallery in SoHo,
New York. Paper Magazine had once again
gathered a formidable group of artists and
featured performances and exhibits
throughout Fashion week. Most notably,
they featured a show of their favorite
designer of the moment "As Four," two
couples whose extravagant fashion could be
displayed on walls as pure art. Upon their
entrance on the scene and in an act of
sheer spontaneity undoubtedly provoked by
the large quantity of their favorite
champagne, the four got married up in the
air. They shared their joy instantly with
the hundreds of fashionistas by giving
away splits of Nicolas Feuillatte. |
An artist at the Paper Project party
sipping a split of Champagne Nicolas Feuillatte. |
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"Fete de
la Cuisine" for Bastille Day 2002
As part of the Bastille Day celebrations,
Nicolas Feuillatte was the official sponsor of
the "Fête de la Cuisine" held in the streets
of New York. The event gathered dozens of
restaurants such as Méli-Mélo, Café Boulud,
Park Bistro, D'Artagnan, and Man Ray. Nicolas
Feuillatte benefited from a great visibility
thanks to a colorful and very animated stand,
as well as its contribution to the raffle
offering two Jeroboams and via live coverage
of CD 101.9 Smooth Jazz radio.
More accomplishments on behalf of
Nicolas Feuillatte:
- Media Plan 2002, a test year
Millissime was responsible for setting up
Nicolas Feuillatte’s Media Plan for 2002. We
tested the impact of outdoor advertising on
phone booths in key locations in Manhattan
with outstanding results. We also devised a
radio campaign, which we produced, to help
consumers get familiar with the
pronunciation of the name Nicolas Feuillatte.
- Creation of a Palmes d’Or ad
specifically for the trade
We created the artwork for the advertisement
of the Cuvée Palmes D’Or to be published
exclusively in trade publications such as
Wine Spectator: we hired a photographer, a
graphic designer, models, worked on the
concept, implemented many trial runs and
testing and finally presented Champagne
Nicolas Feuillatte with a few options.
- Corporate shopping Day at Moma, Feb
2003
In association with the MoMA, we sponsored
the annual “Corporate Shopping Party”.
Members could sip some Nicolas Feuillatte
Champagne Brut Rosé while shopping at the
MoMA store at the midtown location in
Manhattan.
- Members appreciation party, Reebok
Sports Club, April 2003
In association with the Bacchus wine store
on the Upper West Side of Manhattan, we
sponsored this annual members appreciation
party welcoming 200 hard working/health
conscious New Yorkers.
- Italian Dreaming, June 2003
Champagne Nicolas Feuillatte will sponsor
the gallery opening of the contemporary art
exhibit showing the wood cut work of Italian
artist Angelo Aversa at the Sheila Walker
Studio on June 10th 2003.
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